PROBLEM

• Brand identity was very individual, but didn't communicate clearly with prospects and customers.
• Artistic elements of the brand made collaborating or outsourcing creative inefficient.
• Visuals didn't clearly communicate Unbabel's product or the value it brings to customers.

APPROACH

• Conduct internal workshops, creative sessions, and research industry to identify unique brand identity for the market.
• Test evolved graphics internally and externally to ensure concepts are communicated more clearly.
• Humanize product and solution.

OUTCOME

• Improved scroll percentage across key webpages.
• Aligned graphics and branding across marketing and product teams.
• Established design system in Figma, improving efficiency of design team.

Unbabel's brand has always pulsed with energy and purpose. In early 2021, we took it a step further, refining its identity to showcase our products and prioritize the human touch. As Digital and Graphic Lead, I guided the team in implementing this new approach across all platforms.

I was instrumental in the early stages by crafting a key brand element: the "switch and shapes on line" system. This simple yet adaptable design allowed us to create impactful visuals – textures, shapes, and graphics – that seamlessly integrated with our brand.

By minimizing the need for custom illustrations, we empowered our team to create branded materials collaboratively. This not only saved time but also ensured a consistent global brand image. The resulting design system offered flexibility and efficiency, allowing us to work smoothly with both internal and external designers.

Our rebranding extended beyond visuals. We also established a clear color palette, a scalable icon set, and defined type styles for all digital assets, from presentations to our website.