Braze: Brand Evolution
THE PROJECT:
Before it was Braze it was Appboy. I was hired as the Creative Director to bring the the Braze brand to market and then scale the brand and company for it Initial Public Offering in 2021.
Using foundational assets crafted by an external agency, I operationalized the production of assets, content and brand experiences across all mediums. As we marched towards IPO, I lead the team to modernize the palette through more intense colors and relationships. Introduction of headline typography to convey the new energy as we scaled. Finally expanded the brand through extensions across the products, events and internal employee resource groups.
EMPLOYER:
Braze
MY ROLE:
Lead global distributed team of eight, including a freelance network of Art Directors and Designers.
WORK TYPE:
Branding
MY TEAM:
Appboy Rebrand Agencies: Focus Lab (visual identity) & Lexicon (renaming); Evolution: Braze Art Director: Jeff Herrera
Logo Evolution:
Old and New Style Guide:
Brand at Times Square:
Sub-Brands:
