Within my first month as the design lead at tech startup, RedShelf, I knew the first project that needed my attention was defining the visual branding for the company. This would be the first step that would allow me to quickly and efficiently create a base level of collateral, assets and designs for our B2B, B2C and internal audiences.

After meeting with various teams, brainstorming with c-level stakeholders, and conducting audience pulses of our current brand alongside marketing, I was able to define the needs of the company’s brand and how to achieve the goal of optimizing the current brand to appeal to educators and students alike.

Key

• Accessibility, Accessibility, Accessibility. At the time 5 years ago, I was new to the world of accessible design. Through working with a Director of Accessibility in the higher-ed space, I was introduced to the WCAG, AA, and AAA standards.

• Versatility was key. As a nimble, fast-paced startup, everyone at the company would be implementing the brand into their workflow — this meant ease-of-use for all.

• The “Red” in “RedShelf” is not a color attribute; it was created as a play on “read” and “shelf” for books.

The styleguide.

Key goals achieved: