Rebrand | Creative Direction | Visual Identity
ConsumerDirect is a SaaS technology company operating across credit, money, and privacy services for both B2B and D2C audiences. Valued at nearly $80MM, the company had outgrown its original brand—what once served as an early-stage product no longer reflected the scale, confidence, or clarity of the business it had become. This project was a full reimagining of the ConsumerDirect brand, centered on building a comprehensive, modern identity system that could unify product, marketing, and internal communications under a single, expressive visual language.
General info
About the project
Creative Director & Lead Designer
I led creative direction and hands-on design for ConsumerDirect’s full brand system rebuild, partnering closely with leadership to reimagine the company’s identity from the ground up. My role spanned brand strategy, visual system design, and execution—ensuring the brand was cohesive, distinctive, and scalable across product, marketing, and internal touchpoints.
Scope of Work
- Brand strategy & mission definition
- Logo refinement and optimization
- Color system, typography, and layout principles
- Shape and grid systems
- Custom illustration system
- Brand voice and tone guidelines
- Stationery and core brand applications
- Comprehensive brand book documenting the full system
Project execution
The Challenge
ConsumerDirect had significantly evolved since its original launch. Valued at nearly $80MM, the company’s existing brand no longer reflected its scale, maturity, or momentum—and visually blended into a competitive landscape dominated by sterile, dated identities.
The challenge was to modernize the brand without erasing existing equity, while creating a system flexible enough to support continued growth across multiple audiences and platforms.
Strategy & Approach
- Reframe the brand’s mission and voice to align with the company’s growth
- Modernize the existing logo while preserving recognition and trust
- Establish a Bauhaus-inspired visual language rooted in clarity, geometry, and saturated color
- Use illustration and shape as primary brand devices to differentiate from category norms
- Design a modular, scalable system adaptable to B2B, D2C, and internal use cases
- Create clear documentation to empower internal teams to execute consistently
The Outcome
The rebrand positioned ConsumerDirect as a confident, contemporary alternative to competitors with outdated visual identities. The resulting system is light, approachable, and expressive—anchored by Bauhaus-inspired design and custom illustration—providing ConsumerDirect with a cohesive, future-facing brand foundation built to scale with the business.
