Creative direction, design workshops, design strategy, systems thinking, copywriting, design
How might we…
Return Simple’s startup tech brand to the land of design leadership and get it ready for launch to a bigger audience?
We led a workshop with brand, product, and marketing friends to define Simple's brand values (craft, curiosity, efficacy, empathy) in the context of visual design.
We distilled six years worth of fragmented writing guides into a single breezy workbook that teaches people how to express Simple’s brand voice, write with intentional tone, and maintain consistent style.
A surprising discovery
Most fintech companies choose a shade of green for their primary brand color. We picked a super saturated, Yves Klein inspired blue to signal our growth beyond those proud (but humbler) origins.
The day the update launched, lots of people felt moved to give us kind feedback.
Since then, we’ve led consistent efforts to bring visual brand elements and voice into the product.