Grin

When I joined GRIN as a creative leader, the startup had been facing a branding challenge as the established player in the market. While the technology platform was innovative, GRIN lacked a distinct visual identity to connect with creators and customers. The more youthful style catered more to tech than the creative influencer community. This presented an obstacle for GRIN to build awareness and stand out. 

​

The brand had a logo, a primary color set, and a style it wanted to portray to the masses. However, it wasn't fully thought out and cohesive. The colors didn't always align and proved problematic for the creative team. Relying on mostly stock photography, the narrative lacked the proper style it needed to compete in the space it was in. Like any successful startup, there were elements we just couldn't change

​

I saw an opportunity to reinvigorate GRIN’s visual identity to better resonate with our audience. My solution was to lead a rebrand that evolved the aesthetic to be more vibrant, energetic and accessible. First, I introduced lively colors that connected seamlessly across our web presence and marketing materials. Additionally, I removed a series of playful illustrations that I felt were too immature. I focused on showcasing unique shapes and compelling lifestyle photography of real creators that I believed our clients could relate to. My goal: to make GRIN feel more creative and contemporary.

The first critical phase of implementing the new brand identity was internally, where it would touch both customers and influencers. We created new summit materials showcasing the branding that our customers would see at company events. Additionally, we developed fresh in-house marketing assets (static and video) for our sales teams to utilize on webinars, virtual conferences, and other touch-points. Lastly, we focused on creating well-produced case study videos with successful customers to help push the brand forward. This initial internal adoption of the rebrand laid the foundation for broader rollout across external marketing and customer-facing channels.

​

Through an evolved visual identity, we successfully transformed GRIN's brand perception from a utilitarian tech platform to a creative, community-focused influencer marketing solution. This repositioning expanded their user base and positioned the company for further growth and mass appeal.