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Bigeye Brand Evolution
Project
Identity evolution
Role
Brand Director
Year
2021-2023
Bigeye is a data observability startup built to help companies make better business decisions with their data. I joined as the third design hire and first brand designer.
Competing in a tight category and rapidly gaining market share and awareness, the Bigeye brand needed to evolve from its quick-fire beginnings into a lasting brand that could scale across all touchpoints.
Work started with the foundations. I began by partnering with the Director of Product Marketing to better understand Bigeye's positioning in the market, key differentiators, and flagship features.
From there, I led the discovery and definition of Bigeye's brand characteristics, brand guidelines, new color palette (shared with product), and visual design.
I then worked with an external research group to test our brand's visual and verbal expressions in both qualitative and quantitative surveys. The brand received 95% favorable ratings with our ideal customer profiles.
Competing in a tight category and rapidly gaining market share and awareness, the Bigeye brand needed to evolve from its quick-fire beginnings into a lasting brand that could scale across all touchpoints.
Work started with the foundations. I began by partnering with the Director of Product Marketing to better understand Bigeye's positioning in the market, key differentiators, and flagship features.
From there, I led the discovery and definition of Bigeye's brand characteristics, brand guidelines, new color palette (shared with product), and visual design.
I then worked with an external research group to test our brand's visual and verbal expressions in both qualitative and quantitative surveys. The brand received 95% favorable ratings with our ideal customer profiles.
