As the company grew from a small, engineer-designed company to a larger, UCD-focused company with an improved UX, their marketing brand needed refresh and consolidation to better reflect their fresh perspectives and updated product.
There were inconsistencies in the way products were designed, how products looked, how the company approached their brand internally, and organization around production of their collateral; and my opportunity was to make our system and marketing product more representative, cohesive, efficient, and consistent.
• UX / Product Design Lead
• Brand Designer
• Photography Creative Director & Manager
• UI / Visual Designer
• Interaction Designer
• Information Architect
• Test Facilitator
• Product Management for UX Projects, initially
• Design QA
• Supervisor of Junior Contractor
• Budgetary, resource, and time constraints limited us.
• The SpotHero brand had earned equity and at this early stage of their market appearance, there was concern that an entirely new logo and brand would alienate loyal customers who leaned heavily on logo recognition to find SpotHero parking in the garages.
✓ Created refreshed and consistent design assets, resulting in greater brand consistency and greater revenue through digital and print marketing
✓ Lead brand workshops and market research to help SpotHero think about and 'find' our brand vision.
✓ Initiated and played an integral part in writing and developing updated mission, vision, and value statements for SpotHero, in order to infuse company values into marketing copy and decision-making
✓ Drove the integration of brand and product quality through quality assurance processes and standards
✓ Designed and developed/coded live style guide and User Traits documents for communication of refreshed brand and best practices, resulting in greater efficiency and consistency
✓ Lead creative visual direction for marketing product and the integration of product and brand, working closely with internal teams and coaching junior contractors and interns
✓ Consolidated print efforts through improved efficiencies and vendor contacts, and nurtured new successful relationships with vendors; resulting in greater efficiency, consistency, and higher quality product
✓ Designed interior of new office with limited financial and employee resources, immersing employees in vibrant brand
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