Graphic design
The story of a company rebrand
I was the sole graphic designer on the Customer Experience team for a fast-growing medical spending account company based in Minnesota. The company had just gone through the initial work of a complete rebrand and was now ready to implement that new brand across all of its print and properties. With the base brand guidelines and some simple brand assets in hand (icons, image samples, etc), I was tasked with designing a 400+ piece library of marketing collateral, stationary items, presentations, social skins, email graphics, ads, operational forms, icons, tradeshow displays, promotional items, and portions of the public website, within new brand.
As a first step to this project, I developed a series of template concepts for each category of asset I was developing. This allowed me to get buy-in from leadership before getting in too deep as well as dial in stylistic elements, define color hierarchy, and hone word-counts for each piece in preparation for copy writing.
