As View continued to grow its presence in paid, earned, and owned ecosystems, the brand design had begun to fragment, leading to inconsistency across touchpoints. To address this, I led a brand refresh that enhanced the foundation of the brand strategy and defined how the brand should act consistently across the brand ecosystem. I redeveloped the existing guidelines to define a stronger point of view and developed “playground” concepts to illustrate how the brand could adapt in different situations while still being recognisable.

As new channel requirements arose, I continued to extend the system in tandem – adding new, useful extensions like videography guidelines for external use. Collaborating with product, marketing, sales, and editorial teams, I applied and executed the new direction, developing automated templates and processes that allowed non-designers to create brand assets without sacrificing consistency. The result was a cohesive and strategic brand presence that allowed the business to continue to stretch and scale.