DESIGN PICKLE
Rebuilt the brand system across visual identity, messaging, social, and web — for consistency, speed, and scale.
ROLE
Creative Director · Brand & Web
SCOPE
Identity · Guidelines · Web · Social
TIMEFRAME
3 months
STATUS
Shipped
THE BRIEF
Build a brand system that could move at subscription speed.
Design Pickle needed a brand system that could scale across marketing, sales, product, and customer experience — without losing the personality that made the brand fair in the first place.
The challenge: keep the brand playful and recognizable, but make it feel more mature, flexible, and ready for the next stage of growth.
I led creative direction across the refreshed identity, web, voice and tone, social templates, and brand guidelines — connecting them so every touchpoint reads as one system.
THE FIVE PILLARS
One system, five surfaces.
Each pillar is a layer of the brand. They share a logic, a voice, and a visual core — but each ships on its own.
01
Voice & tone
Principles that govern every word, from headline to email signature.
02
Social templates
Modular layouts for paid, organic, and partner posts across channels.
03
Brand guidelines
The radial system. Type, color, logo behavior, application rules.
04
Reusable assets
Component library scaled for product, marketing, and partner.
05
Unified ecosystem
Web, app, social and environmental. One logic across every surface.
01 · VOICE & TONE
Make the brand sound like itself, anywhere it speaks.
01
02
PLAYFUL
EXPERT
03
04
DIRECT
GENEROUS
no padding, no filler.
with credit, with detail.
05
06
SHARP
ALIVE
without lecturing.
but never silly.
made by humans, on purpose.
the line you remember.
We created a voice system built on six principles and a tone matrix that adjusts those principles by surface and stage. Same brand on every channel, calibrated for context.
02 · SOCIAL TEMPLATES
Modular by design. Recognisable in two seconds.
Built a template system across LinkedIn, Instagram, Threads, X, TikTok, Facebook, and YouTube. Covering paid, organic, and partner use. Every layout is a riff on the same visual grammar.
03 · BRAND GUIDELINES
Codified the brand into a single guideline system. Type, color, logo behavior, motion, voice, application rules. Designed to be readable by collaborators across marketing, product, and partner teams, not just designers.
The system that holds everything else together.
04 · REUSABLE ASSETS
Components scaled for product, marketing, and partner.
Shipped a working component library covering product UI, web pages, mobile, and partner-ready collateral. Designed for reuse, not one-offs.
05 · UNIFIED ECOSYSTEM
One logic, every surface.
Web, mobile, environmental, social and partner. All built from the same source. The proof isn't that any one piece looks good; it's that you can recognize the brand without seeing the logo.
OUTCOME
A brand system that scaled with the company.
80
Team members onboarded against the new system.
10
Channels unified under one visual grammar.
50+
Templates shipped for paid, organic, and partner use.