Client
Table Rock Management
Overview
In 2022, I Ied a team of two junior designers to completely refresh Table Rock’s five year old branding. This project not only focused on updating visuals like logos and fonts, but also how to better incorporate the company's values, heritage, and positioning to differentiate it from competitors in the rapidly growing influencer marketing space. This was a standout moment in my career to develop key skills in leading creative teams, tying brand values into design, and implementing cohesive brand systems.
Client
Table Rock Management
Year
2022 - Present
Service
Brand Identity
Visual System
Collateral
The Challenge
Table Rock’s CEO envisioned a refresh that modernized the brand while preserving its signature west coast heritage. Since relationships are central to the company’s business, we also had to incorporate playful, welcoming visuals to reinforce an inclusive identity.
The Solution
In collaboration with my design team, COO, and CEO, we created an in-depth 30 page brand guideline that solidified the new brand visuals, strategy, and positioning. Within the guideline, I incorporated a methodology for streamlined implementation of Table Rock’s branding across a diverse range of applications. The strategy is called "The Three Elements," comprising of three "crafting" categories that scale the balance between brand cohesion and creativity among our projects.
The Result
- A contemporary visual system and tone of voice that ties directly to the company's values and origins. - Rehauled website with an intuitive UI/UX, garnering a 60% increase in interest form submissions. - Refreshed instagram visuals and content strategy that has tripled the follower count over three years. - Strategic usage of gifting, event activations, and influencer trips to increase brand storytelling, loyalty, and awareness.
PORTFOLIO
Veritone
Veritone
Veritone
Corporate Gifting
Merch Design
Art Direction