Brand case study
A brand-new name, a fast-approaching launch, and one designer to build the Corvee design system.
A logo isn't a brand. The system behind it is
As the only designer through the rebrand, I turned a new name and logo into a full identity system and the assets every team would run on, in a sprint that lasted a little over two months.
Corvee was a fast-growing startup stepping into a brand-new name, a new product, and a new industry as it moved into software. Every document, deck, email, and campaign, across every team, had to become Corvee before the new brand and product went live.
I owned that end to end. Rather than hand out one-off files, I partnered with teams across the company to build branded systems they could run themselves, so marketing, sales, finance, and customer success all had what they needed the day we launched.
The approach
Turned every AccountingTax.com asset into Corvee in the Adobe Suite, from the identity and stationery to LinkedIn and Zoom backgrounds and email signatures for the whole company.
Partnered with IT to stand up a branded kit in Google Workspace, from documents and decks to the onboarding templates any team could pick up and use.
Worked with business intelligence and finance to design and build branded transactional emails, journeys, invoicing, and contracts flowing through Salesforce.
Built campaign and ad assets, sales and demo decks, and templates in Pardot that marketers could deploy on their own.
The work
One name, one designer, and a kit that reached every corner of the company, from the identity standards to the icon library, print, social, and the screens teams showed up on.
Identity and system
Print and direct mail
Social and campaigns
Events and environments
Decks
Presentation systems for client kickoffs, program events, and internal reviews, from title slides through process diagrams, all built on one branded template.
What carried into Instead
When Corvee became Instead, the momentum came with it. The strategies I built, the way we created content, and many of the resources carried straight into the new brand. Corvee's legacy is a big part of what propelled Instead.