Gro Intelligence Brand Book
A full study of brand principles and aesthetics for all
This rapidly growing start-up had over 40 bespoke web application products, an active and engaged B2B sales team, as well as a marketing department that were all creating collateral and interfaces without any connective documentation to reference. This led to massive inconsistencies, errors, and misrepresentations of the brand across all channels. We needed to rein it in.
The company had not solidified their brand tone and yet were creating net new products and materials at a rapid pace. I set out to create a full study of brand principles and aesthetic guidelines that would support brand cohesion, while encouraging exploration and innovation to the rest of my team.
BRAND IDENTITY SYSTEM, ART DIRECTION
2022
Getting to the guds
I directed and lead the creation of the Gro Intelligence Brand Book. Colors and typeface just scratch the surface of a brand, Gro needed to connect visual design to user experience. I audited everything, products, web-apps, marketing materials, social media posts, internal stakeholder interviews, presentation materials, and previous designer's work. From there, I began to design the system we would later dub "The GUDS"- or, Gro's Unified Design System.
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Time to preach
The brand book became a universal tool for the company. I socialized it to each department and it instantly became a cornerstone of the onboarding process at Gro Intelligence. Creating this dossier helped many teams become more autonomous and efficient in their work as they no longer required design to oversee every small decision.
