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The result was a striking visual system that is bold, urgent and inspired by the visual language of change and the big ambitious ideas of people we serve – who ultimately are the front lines of changing the world. The rebrand was incredibly well received in the market, led to sales growth and increased valuation in the company. In 2021 Mavenlink sold to new investors, who crafted a merger with our nearest competitor—Kimble.
As the company’s Senior Design Manager, I led the development and implementation of the new branding across all channels. A new 100M ARR company was formed as a result of that merger – Kantata.
Our main objective for this exercise was to establish a compelling & differentiated visual signature and branding system that wakes up the market and articulates the transformational value of Mavenlink.
The creative anchor is the impact our clients and professional services professionals are making on the world. We delivered all of this in a style that is distinctive and recognizable to our target audience.
Creative Operations, Brand Identity, Guidelines
Rob Pickell – Chief Marketing Officer, Aaron Pedroza, Darrin Crescenzi – Creative Director, Jennifer Dodos – VP Marketing Communications, John Shockey — Developer
Our website was confident, eye catching and most importantly, aligned to the new positioning around clarity, confidence and control. We ran rigorous A/B testing in the early phases, giving us the insights to increase conversions by 64% in the first few weeks alone.
We are now consistently attracting more engaged leads that better fit our verticals, and ranking on the first page among our target keywords.
Design Operations, Visual Design, User Experience
Rob Pickell – Chief Marketing Officer, Jennifer Dodos – VP Marketing Communications, Toni Pace – Website Manager, Matt Draper – Copywriting, Dominique McBee – Project Management, John Shockey – Developers, Hunter Pollard – Director of Demand Generation, Ryan Montano – Director Product Marketing
With such a variety of elements to pull from, the system remained fresh and impactful as we rolled it out to all touchpoints.
Its abilty to “jolt” the viewer and grab attention was a strength inherent a system that was inspired by the artistry of hand painted signs, murals, event posters and flyers of movements around the world.
Lead Designer
Rob Pickell – Chief Marketing Officer, Jennifer Dodos – VP Marketing Communications, John Shockey — Developer
Creative Direction, Visual Design, User Experience, Motion Graphics
Sara Kunz — Designer, Matt Draper – Copywriting, John Shockey – Developer
