Mavenlink - 2017
Elevating the operational and financial performance for agencies and service organizations.
Mavenlink’s mission is “To unlock the potential within services organizations enabling teams to do their best work and elevate business performance.” By unifying a project delivery system with all other systems of record we enable complete organizational collaboration, to provide rich, un-siloed, contextual data so your business can make informed decisions, scale and succeed.
I worked closely with the creative director and marketing team to develop their visual branding and go-to-market campaigns. I got to influence the trajectory of a company in a way I had never had the chance to before. I was able to help define & develop the identity, and evolve it over time.
Branding
I joined the Mavenlink team just after their 2017 rebrand, considered to be one of the most pivotal moments in the company’s history. It was a defining effort that established the brand trajectory of the company for the next 3 years. I worked closely with the creative leads to develop the brand direction into a fully-fledged collateral system.
The visual system is focused around people—thematic of intelligence, performance, and control. It was important to me to create a system of rules that were defined and purposeful, but broad enough to allow the brand to visually flex and evolve over time while remaining true to principals.
This rebrand visually separated us from our competitors in orders of magnitude. There was nothing else like it in our space and it was highly memorable. It gave Mavenlink momentum, focus, and was a propellant for marketing and sales.
My Role
Brand Identity, Visual Design, Collateral
Credits
Aaron Pedroza – Creative Director, Alex Lazaris, Sara Kunz – Designers, John Reese – SVP Marketing, Meghan Heffernan – Marketing Communications, Paulette Luftig, Anna McDonald, Dor Dan – Developers
Mavenlink.com
I leveraged the branding work and focused the visuals on confident, collaborating professionals and layers of rich data.
The color shaped overlays served a proxy for the Mavenlink platform—a filter over your business, as the data visualizations illuminated contextual, just-in-time intelligence and provided you and your team insight and control to make the right business decisions.
My Role
Visual Design, User Experience
Credits
Aaron Pedroza – Creative Director, Jennifer Dodos – VP Marketing Communications, Toni Pace – Website Manager, Matt Draper, Brandon Getty – Copywriting, Tannie Low – Design Operations, Ade Farquhar, John Shockey – Developers, Hunter Pollard – Director of Demand Generation, Ryan Montano – Director Product Marketing
Marketing
I developed a good amount of the collateral for marketing, sales and services initiatives.
The key to the success and longevity of the branding was the flexibility built into the system which allowed designers a large creative playground, enabling them to push the brand forward.
My Role
Visual Design
Credits
Aaron Pedroza – Creative Director, John Reese – SVP Marketing, Meghan Heffernan – Marketing Communications, Carrie Robinson, Danielle Richards – Copywriting
Integrated Campaigns
Five Critical Project Metrics
My Role
Visual Design, Production Assets
Credits
Sara Kunz – Designer, Matt Draper – Copywriting, John Shockey – Developer, Toni Pace – Website Manager
eBook Library
