In close collaboration with Chris Church, I developed and designed a comprehensive brand system for the launch of Visible, a Verizon-owned affordable phone service provider.

When they came to Madwell, Visible already had a kit of parts, but lacked a clear unifying system. Keeping the materials that worked, including a logo, emoticons, and the striking bright blue brand color—designed by Natasha Jen & team at Pentagram—I led the development of a comprehensive identity system that could scale as the company grew. We enriched the color palette, codified usage of their emoticon system, established photography, and developed a motion guidelines. Alongside the traditional guidelines in print, we also created an online guidelines portal, for partners to utilize. This allowed the brand to maintain a consistent, bold voice across all channels.

We also worked on a bold launch campaign, which included a rich out of home system that showcased the brand across the country for the first time, as well as a multitude of print, motion, and digital advertising. Likewise, other members of the Madwell team worked to create an app and website consistent with our brand look and voice. The Madwell team has continued to grow and flex the brand, which has grown to be the agency’s largest client.

Agency:
Madwell

Collaborators:
Chris Church, Senior Designer
Nate Kerbin, Copywriter