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Unifying Castlight: Post- Merger Brand Strategy
Following a major corporate merger, I took ownership of translating Castlight’s newly reimagined corporate identity into a living, breathing design ecosystem. Partnering with Elbow Agency—a trusted, boutique creative firm with whom we maintained a close collaborative relationship—we finalized a foundational brand book that captured the company’s new corporate vision. However, the true design challenge began once the guidelines were delivered: transforming abstract rules, logos, and graphic assets into a functional reality.
As the execution lead, I spearheaded the comprehensive, multi-channel rollout of the updated identity across every physical and virtual touchpoint. From corporate environmental design and high-end physical collateral to deep digital application layouts, I systematized the rules to ensure bulletproof brand continuity. By bridging the gap between high-level brand strategy and production-ready design assets, we successfully unified the merged entities under a single, authoritative, and beautiful visual identity.
3X
3-Channel Unified Rollout
100%
100% Systemic Alignment
0
0-Friction Entity Integration
Project Highlights
From Book to Reality
A corporate merger demands a unified visual voice, but a static brand book cannot solve real-world design challenges on its own.
Leveraging our close, trusted relationship with Elbow agency, we finalized a comprehensive identity system designed to signal a new era for Castlight. However, the true creative leadership began once the guidelines were delivered: translating abstract design principles into an active production roadmap.
Omni-Channel Rollout
Operationalizing a post-merger brand identity requires meticulous cross-functional orchestration across multiple distinct touchpoints simultaneously.
I spearheaded the comprehensive design execution, translating the refreshed Castlight visual language across environmental design, physical corporate assets, and our primary digital interfaces. There was zero room for fragmentation.
Scaling the Identity
The ultimate success of the Castlight post-merger rollout relied on long-term adoption and ease of execution for our internal product and marketing teams.
To protect the integrity of the new assets at scale, I transformed the raw guidelines into a highly functional ecosystem of structured Figma templates, modular UI components, and intuitive stylistic guardrails.
