Year
2019–2023
Experience
Brand Management
Creative Direction
Brand Identity Design
Graphic Design
Print Collateral
Event Design
Web Design
People Management
Cprime is a global consulting and coaching company specializing in enterprise services in agile methods, product development, and cloud technology.
My Role
Prior to my role, in-house brand management or creative services did not exist. As the Creative Director, I directed a team of four in-house designers. I worked closely with the VP of Marketing and other key stakeholders to develop our brand strategy and management. My responsibilities included brand identity development, campaign creative direction, rebrand strategy, and more.
Cprime, Inc.
BRAND PERSONALITY
Structured
•
Playful
•
Insightful
•
Structured • Playful • Insightful •
Brand Management & Identity Evolution
An outside agency rebranded Cprime in 2018, yet gave us the bare minimum brand guidelines.
It was not enough to control consistency across our multiple designers, and our identity needed to scale quickly as we were a rapidly growing organization.
Building a brand from the inside out.
Using Bynder, a Digital Asset Management platform, I developed a more expansive identity architecture that included detailed information on our brand platform, visual identity, and verbal identity.
Expanding our
Visual System
Our core color palette, consisting of coral, black, and white, was strategically used to stand out against our competitors. However, as our brand evolved and our organization expanded, we recognized the importance of incorporating our secondary palette to better represent our playful attributes.
As you navigate through this case study, you will notice that our primary coral color remained visually prominent, while our secondary colors infused warmth into our brand identity.
Thought Leadership Content
The design team I led developed a diverse range of visual design systems, with the goal of increasing efficiency of creating our thought leadership content. These systems included templates, components, photography treatment styles, type hierarchy, and more.
These systems empowered multiple designers to swiftly generate content like case studies, white papers, infographics, and one pagers.
Iconography System
Cprime’s in-house designers developed a unique style for the brand’s design system using techniques others apply to creating software.
How might we create an iconographic system to yield consistency between designers yet also permit creative freedom?
Email Marketing Design System
Decreased design and development time by more than 50%
Our team removed the need for hard coding and adopted an entirely new design process for email creation leveraging Figma.
Landing Page Redesign
Home Page: Telling the story of who we are.
Challenge: Our previous homepage did not deliver our brand promise, and was extremely confusing to answer “What does Cprime do?”
Solution: In mid 2023, I redesigned the hero section of our home page to bring clarity and genuine storytelling for customers and future candidates.
The home page overall is being actively redesigned. You can see more at cprime.com
Product Pages: Secondary navigation to the rescue.
Challenge: Old product pages were extremely dense with information and did not have a good user experience. Through Microsoft Clarity recordings, we saw users mostly scroll with no engagement. Bounce rate was high, and time on page was extremely low.
Solution: I partnered with our Product Marketing Director to determine the critical problem areas of the page. With the introduction of a secondary navigation (the gray bar below the hero section), these buttons acted as anchor links and dropped the user down to the appropriate section.
The redesign emphasized the primary call to action, the “Contact Us” button.
Results: Launched in August, we’ve already seen higher conversion rates of form fill outs and decreased bounce rate.
A few snippets of landing pages created specifically to support our employer brand initiative.
People & Culture page
Careers page
Event Design
& Employer Branding
Utilizing our core color palette played a vital role in maximizing brand recognition at events, where the potential for brand visibility is high.
You will notice the slow integration of our secondary color palette, which serves to reinforce our brand identity and elevate to a more dynamic experience and compliment our playful personality trait.
Dream Team
CEO: Anne Steiner, Zubin Irani
VP, Marketing: Tiffany Metzinger
Graphic Designers:
Callie Gibson, Kristy Vuong, Amara Sowell
Video Editor & Animator: Morgan Scarborough
Content Writer: Justin L.ambert
Web Development: Charlie Grove
Content Marketing Director: Myriam Sanie
Talent Acquisition Director: Happie Bal