Brand Refresh

The Challenge

Impactfully was positioned as a tech-only service with limited market appeal, while Foundation Source's brand didn't reflect its evolving capabilities. Both brands needed strategic repositioning to unlock new revenue opportunities.

My Role: Design Strategy & Execution Lead

Goals

• Rebrand both parent company and key product simultaneously
• Create scalable brand foundation for multiple product offerings

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Process

Brand Strategy

• Foundation Source: Collaborated with branding agency on parent brand direction
• Impactfully: Partnered with agency on product naming and identity development
• Integration: Established brand hierarchy between parent and product brands

Design Execution

• Created design system with reusable components
• Stress tested brand assets across digital products and website to ensure functionality
• Led digital implementation, validating brand elements worked seamlessly in our existing platforms
• Built digital brand guidelines and templates for both brands
• Led rollout across marketing, product, and development teams

What We Built

Foundation Source: Corporate identity refresh, website redesign, establishing new tech-focused tone and value proposition

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Impactfully: Product identity system, scalable design components, brand guidelines

Business Impact

Revenue Growth

• Impactfully design became foundation for Full Service product
• Continues to generate majority of company revenue
• Maintained 90% + customer retention rate

Enterprise Success

• Scalable brand system enabled Enterprise product launch
• Multiple million-dollar deals with major financial institutions

Product Scalability

• Brand system successfully adapted across 3+ product variations
• Reduced time-to-market for new initiatives

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