CONSCIOUSLY / CREATIVE DIRECTION
Consciously, a startup, began as a browser extension designed to provide users with insights into a company's practices and ethics at the point of purchase, empowering them to make better-informed decisions about which corporations they supported – aligning their values with a company’s. My first task in my role as Creative Director was a complete rebrand. The company had initially launched under the name Tribe without a clear brand vision. Through a naming exercise, I collaborated with key stakeholders to rename the product, aiming to better convey the essence of what we did.
Next, I utilized branding worksheets I've developed over the years and collaborated with the same stakeholders to get to the heart of our brand vision. With a firm grip on our brand identity, I assembled a visually expressive mood board. After obtaining team sign-off, I delved into the creation of logo concepts.
Once our logo was complete, work commenced on the brand guide, encompassing not only our company aesthetic but also compiling guidelines on tone of voice, defining our user base, and providing various examples of our branding in action.
Over the course of three years in this position, our branding remained consistently strong, approachable, and smart across all print and digital touch points – achieving all the goals we had set out for it.
And, of course, this branding was carried out throughout all of the UI for the product itself.
