The Approach
I built a complete brand system in an extremely tight timeline, balancing corporate maturity with the innovation expected from an AI product. My focus was on structure first: typography, spacing, hierarchy, color discipline, and a visual logic that could scale across every channel—product, marketing, video, and web.
Alongside the identity, I redesigned key UI screens, directed motion for launch assets, structured product design frameworks, and created a 50+ page brand guide so the team could implement consistently without friction.
The Solution
The result was a cohesive, scalable brand system that finally brought every touchpoint into alignment. It gave the team a clear visual logic to work from and a consistent foundation they could apply across:
Product UI and design frameworks
Website overhaul (direction + UI design)
Video and animation art direction
Marketing, social, and campaign templates
Internal decks and investor materials
The brand moved from “disjointed and juvenile” to a clear, disciplined system that communicated trust, innovation, and scale.
The Outcome
Rep AI successfully raised $8.2M after the rebrand.The new system also dramatically sped up design workflows, giving the team structure, clarity, and repeatability across every touchpoint.