Concord Rebrand
Personifies Agreements
When we initiated the Concord rebrand, the existing visual identity was lackluster and failed to communicate a compelling human narrative. Partnering closely with a dedicated brand strategist and Digitas Design Agency, I steered the creative direction toward a powerful, unifying narrative centered on "the moment of agreement." To ground this abstract concept in reality, I embedded with the cross-functional team in Detroit for intensive, hands-on workshops, establishing a unified creative North Star that bridged the gap between agency-level expression and our actual product environment.
Returning from the workshops, I translated those high-level brand concepts into clarified, deterministic system updates optimized for our digital application and broader ecosystem. We replaced the fragmented assets with a comprehensive, cohesive design framework that scales elegantly across marketing touchpoints and deep product interfaces alike. By turning the new brand identity into a systematic design language, we ensured that the narrative of seamless collaboration was baked into the very user experience of the platform itself.
10 Weeks
Remote and On-Location Workshop Alignment
100%
Unified Ecosystem
1M+
Impression Impact
Project Highlights
Changing the Narrative
When evaluating the legacy identity, it was clear that the brand lacked emotional resonance and visual direction. Contract management software is notoriously dry, but the core utility of the platform is profoundly human: it is the exact moment two parties shake hands and align.
Working closely with our brand strategist and Digitas Design Agency, we actively pivoted the creative direction to focus entirely on the compelling narrative of "the power of agreement."
Collaborative By Design
A great brand strategy is useless if it exists only in a presentation deck. To bridge the gap between high-level agency concepts and real-world implementation, I joined the core creative team in Detroit for an intensive series of hands-on design workshops.
These collaborative sprints allowed us to vigorously pressure-test the new visual assets against our actual product constraints in real time.
Ecosystem Integration
The ultimate success of the rebrand relied on our ability to scale the identity seamlessly across every digital touchpoint. Leveraging the refined strategy built during the workshops, we engineered a comprehensive brand-to-product design framework.
We transformed abstract brand guidelines into structured components, ensuring perfect visual continuity from external marketing campaigns directly into the deep UI.
