ESTABLISHING
BRAND
IDENTITY

From logo to launch materials, building a recognizable brand that supported BestFit's growth.

BRAND FOUNDATIONS

Every strong brand starts with a solid foundation. I refined BestFit's visual identity by establishing a scalable system of logos, colors, typography, illustrations, iconography, and brand guidelines that could be applied to every touchpoint as the company grew.

Logo

My first task was updating the logo. Instead of designing a new one from scratch, I gave the existing one a more polished and modern identity while preserving the brand's recognition. Subtle refinements to the typography, proportions, and color palette improved readability, scalability, and consistency across digital and print applications.

Typography

I used Poppins, a clean and modern sans-serif typeface, to help improve readability across digital and print experiences. This type system provided the flexibility to create clear hierarchy, adapt to a variety of brand applications, and maintain a consistent visual voice across product, marketing, and customer communications.

Color

I developed a scalable color system built around a set of core brand colors with complementary secondary palettes and tonal variations. This flexible approach created visual consistency across digital and print applications while giving the brand enough range to support different products, campaigns, and communications without losing its identity.

Icons

I developed a scalable color system built around a set of core brand colors with complementary secondary palettes and tonal variations. This flexible approach created visual consistency across digital and print applications while giving the brand enough range to support different products, campaigns, and communications without losing its identity.

Illustrations

I developed a scalable illustration system using an atomic design approach, creating a library of foundational elements — from individual characters and objects to modular scenes and compositions. Built in Adobe Illustrator, these vector assets established a consistent and inclusive visual language for BestFit while allowing the brand to adapt across digital products, onboarding materials, presentations, and marketing campaigns.

APPLYING THE BRAND

Designing the identity was only the beginning. Over my time at BestFit, I extended the BestFit brand across every customer touchpoint—from the website and product experience to sales presentations, onboarding materials, conference booths, and marketing campaigns—creating a consistent experience wherever people interacted with the company.

Digital Presence

Website Email Content marketing

I helped reshape BestFit's digital presence to reflect the company's growing platform and expanding customer base. Alongside a redesigned website featuring dedicated product and industry use case pages, I created branded email campaigns, landing pages, and digital marketing assets that reinforced a cohesive visual identity and clearly communicated the company's mission and solutions.

Product Experience

Dashboard Illustrations Onboarding

A consistent brand experience doesn't end with marketing—it continues into onboarding and everyday product use. I created onboarding materials, training presentations, and in-product visual assets that reinforced BestFit's identity at every stage of the customer journey.

Sales & Investor Communications

Pitch decks Sales Collateral Grant proposals

I partnered with leadership and business development to create pitch decks, customer presentations, grant proposals, and conference materials that clearly communicated BestFit's value. By combining visual storytelling with consistent branding, these materials helped support sales conversations, fundraising efforts, and strategic partnerships.

Events & Conferences

Conference Displays Banners Print Collateral

From demo days to industry conferences, I planned and designed the branded materials needed to support successful events. Whether creating presentation decks, booth graphics, banners, or printed handouts, I ensured every touchpoint delivered a consistent brand experience and effectively showcased BestFit's products and mission.

Motion Graphics & Video

Animation Promotional videos Presentations

Motion became another extension of the BestFit brand. I produced animated marketing videos in After Effects and developed storyboards for grant submissions, product promotions, and a featured video presented at the 2025 Truist Inspire Awards. Every project was designed to communicate complex ideas through clear, engaging visual storytelling.

THE OUTCOMES