Branding
A2 Influence
I had the immense pleasure of being part of Ahalogy, an influencer marketing startup founded in 2012. We were acquired in 2018 by Quotient Technology.
Fast forward to 2023, Ahalogy’s founders started A2 Influence. A2 is dedicated to driving ROI for the nation's leading brands through category trend data, a diverse influencer network and social media optimization software.
A2 stands for “act two” and, as the former Creative Director of Ahalogy, I was asked to help reenvision the original Ahalogy brand for their second act.
To make the connection to Ahalogy clear, we opted to maintain the A exactly from the original wordmark and reutilize the exclamation mark from the original logo, simply turned on its side. This also felt like a subtle nod to Ahalogy “2.0.”
For the color palette, I took the original Ahalogy palette and ‘turned up the volume’ on color through increased vibrancy and saturation.
Original Ahalogy Logo, 2012
A2 Logo, 2023
A2 Sell Sheet
A2 Color Palette
A2 Keynote Template: Sample Slides
A2 Office Sign
Quotient Technology
After acquiring several companies with different brand identities, Quotient wanted to transform its branding to incorporate elements of these other companies, taking the acquisition of new products and solutions as an opportunity to modernize and refresh the corporate look and feel.
Original Quotient Logo
An all-black logo was introduced in 2019 to be used in addition to the color logo.
“New to the Crew” Logos created to welcome new employees and to be used in HR onboarding. Quotient employees refer to themselves as The “Q-Crew.”
Examples of Quotient Sell Sheets—a foundational Sales Enablement tool for Quotient Sellers.
Coupons.com
Quotient Technology, formally Coupons.com, was founded in 1998 and originally began as a website and app that allows consumers to browse printable coupons and cash back offers on groceries and consumer packaged goods.
In 2019, Quotient was ready to rebrand this B2C portion of their business, including an overhaul of the app. I was one of three people chosen to make final decisions on the app’s UX/UI as well as spearhead the rebrand with support from my team of designers.
Prior to jumping into the app redesign, I was asked to present our proposed rebrand for approval from our Board of Directors.
As true believers in data-driven creative, our first step was to work with the Consumer Marketing team to make sure we understood our current audiences. We conducted focus groups and surveys from our power-users, non-users (new target groups) and internal Quotient employees.
Original Logo, 1998
Updated Logo, 2019
Hearty
Hearty is a business reputation network that individuals and companies can use to find great people to hire. Unlike current networking softwares, Hearty is recommendation-driven and based on real, personal work experiences and relationships.
The founders of this startup asked for branding that was “pirate” influenced—without being over the top. Their brand tone-of-voice would include words such as, comrade, ahoy, and—of course—Hearty (as in “me hearties.”) Lastly, the CEO’s blog would be titled: The Captain’s Log.
I was supplied two characters to embody: Dumbledore from the Harry Potter series and Captain Jack Sparrow from Pirates of the Caribbean. In short, they desired a brand that was trustworthy with a dash of whimsy and fun.
The Hearty logo was intentionally designed to mirror the shape of a pirate’s sword—specifically within the ‘H’ and ‘R’. I also designed a branded wax seal to be used sparingly, but to add a bit of whimsy to communications.
Shopmium: U.S. Launch
Shopmium, a successful cash back app in the UK, launched in the United States in 2022. We were challenged to adapt the UK brand identity toward a US audience and to appeal to a younger demographic while keeping the integrity of the original branding (ie. fonts, logos, and colors.) We prioritized building email and social media templates for our Consumer Marketing Team to utilize as they aimed to increase awareness and conversion of our Coupons.com users to the new Shopmium app.
Meaningful Moments Campaign
Shopper behavior changed during Covid. Brands paused to reflect on how they marketed to their audiences. Clients were looking for more personal ways to reach consumers—with a heavy emphasis on how product benefits and savings can make a personal impact.
With this in mind, Quotient created a specific campaign to “humanize the brand” and refocus our message around people. The goal was to showcase how our adtech enriches and simplifies the consumers’ daily life. Project leads collectively decided the campaign should have a look and feel independent from Quotient’s brand.
I was challenged with forming the campaign message and branding. Below is the pitch deck presented to stakeholders to propose the visual identity, messaging, and strategy.
Visual assets created for the Meaningful Marketing podcast, which we launched for the campaign.
Art Design Consultants
Art Design Consultants (ADC) is a Cincinnati art gallery and art consulting firm that works with corporations, hospitals, and individuals looking to fill their walls with artwork. In 2012, the twenty year old business was looking to rebrand and make their website more ecommerce-friendly.
As their head of PR and Marketing, I established the new brand, designed the new website and built corresponding marketing collateral.
The modern, colorful and high-contrast downtown gallery was ultimately the inspiration for the new brand. An iconic chartreuse chandelier that hung in the space was the motivation for honing in on the the vibrant green as a primary color.
ADC Logo | Before
ADC Website | Before
ADC Logo | After
ADC Website | After
Flyer + Direct Mailer
Updated Business Cards
In 2012, ADC hosted a fashion show called “The Allure of Art and Couture.” The event featured artwork from ADC’s gallery, runway looks from fashion designer Amy Kirchen, and jewelry from designer Karen Lindner.
For the invitations we wanted to showcase sketches similar to what a designer may draw during the ideation stages of design. To achieve this, I sketched and scanned in my drawings to create digital versions of the artwork and added color with Adobe Photoshop. #oldtechalert
