Alation
Building systems while rebranding to ramp production
ROLES
Brand Design
Graphic Design
Project Management
Visual Design
Motion Design
TOOLS
Figma
Adobe Illustrator
Adobe After Effects
Loveable
ChatGPT
TIMELINE
July 2024-September 2024
(3 Months)
OUTCOMES
Achieved a more modern brand identity to align with new company strategy
Developed templates and systems within Figma for asset types that scale easily and allow self-service
Produced more visually cohesive assets with less branding limitations to test on metrics and get insights
Cataloged a more defined and detailed brand guidelines for which led to more on-brand creations and brand awareness
Introduction
After almost a year of being at Alation, we started having discussions about a rebrand. I was initially going to lead the rebrand, having created some new concepts our brand could lean towards. However, we ended up hiring a contractor to produce initial stylings due to my limited bandwidth. I collaborated closely with the contractor in July and August to guide the stylings of the new concepts. I then had 2 weeks to complete the contractor’s work by creating the brand guidelines, templates, and systems with my team’s support.
Why the rebrand?
There were many reasons why our company desperately needed a rebrand, but there were 3 main reasons (based on my priorities): 1) We needed to be more modern, exciting, and scalable, 2) Increase brand awareness internally and externally, 3) Develop a better design system for design to be more accessible internally and externally. We basically have to do a complete overhaul of what has been tradition.
1. We needed to be more modern, exciting, and scalable
We’ve constantly heard that our old branding felt too legacy compared to our competitors, and the design team knew that our old branding placed too many limits on creativity.
2. Increase brand awareness and accessibility internally/externally
3. Develop an organized and well-documented design system
Resource or design templates were built exclusively for the design team to create. There were little resources for other employees to create their own assets, so there were assets that were not brand-compliant.
Design assets were sprinkled in different cloud folders, often with duplicates. Collaboration in design was difficult since each designer worked in a silo with different programs. Our old brand guide was even incomplete in being a guide.
Finalized Branding
After our contractor's handoff, I worked with marketing seniors and the CMO to get templates and other brand elements approved. Below is a comparison of the old brand guidelines vs. the new brand guidelines document that I put together.
My Contributions
Developed templates and systems within Figma, Canva, and Google Suite
Doing more testing with visuals
I worked with the Director of Marketing Operations and Analytics to test which visuals resonated with our audience through paid ads. Based on our testing, we were able to achieve an 0.85% Average CTR, double increase in leads, and +10% in Clicks. We also optimized landing pages to drive more leads and clicks.
Demonstrated the brand’s scalability through new visuals
I've worked closely with executives and seniors to get our visuals aligned with the new brand and the new company strategy in 2025. New marketectures and isometric visuals were produced by me.
Environmental/Print Design
