From bootstrap
start-up to
enterprise-class
leader.

ROLE
Creative Direction • Ideation • Design Execution as Needed

I led the ideation, creation, and rollout of a new visual brand identity system, including templates, collateral, website, and marketing materials (sales decks, digital ads, and other programs) design. Art direction more journir designers and providing hands-on execution as needed.

DELIVERABLES
Band Identity System • Corporate Templates & Collateral • Event Materials • Web

THE BRIEF
Supplier.io was looking to reinvent itself from a scrappy startup brand on a bootstrap budget to an enterprise-class industry leader developing innovative solutions that help companies spend smarter, buy more responsibly, and do business better. To do that, they needed to look like an enterprise-class industry leader. But they still only had a bootstrap budget.

STRATEGY
A simple brand system completely elevated their look. The use of cutout imagery with branded background colors projected a modern custom vibe. Iconography and illustrations simply and clearly articulated the product benefits. And, a welcoming tone of voice added a sense of warmth that’s key to the supplier diversity audience. Finally, the website templates and architecture were specifically designed for easy in-house updates.

OUTCOME

Engagement on the site increased by 39%, and quality leads were boosted by 22%. Diverse supplier inquiries were directed to the appropriate registration forms instead of going to Supplier.io sales, improving sales productivity.

LOGO
Supplier.io had brand equity in their logo so they need a refresh, not a total overhaul. I updated the font and used the dot in Supplier.io to create a simple and effective icon.