my portfolio / BLOCKS Branding

Project Overview

BLOCKS formed in 2022 as a break-off company from Curio. As CXO, I was given the opportunity to create the brand identity for BLOCKS. The branding identity allows BLOCKS to create a holistic experience for users and impacts our product design, marketing efforts and communication style. We wanted to create a brand that was simple, but bold. The strong block letters in combination with our block symbol makes it easily identifiable and allows for customization. We wanted a logo that could take on the presence of our partners and the block symbol allows for us to easily incorporate our partners' colors.

My Role

I lead the creative direction for the branding. I worked with other designers and marketers to build the voice, messaging and overall aesthetic of the brand. I held branding workshops with team members to develop our tagline, messaging and color palette. The participatory design approach helped ensure everyone had a voice in building the company identity. Through a collaborative process, I created the logo, selected the typography and built the color palette. I built a branding guide that we share with partners, in order to ensure our guidelines are followed and our brand is consistent everywhere. The guide is a living document and continues to grow. We are currently expanding it to include UI components and it will also serve as our design system documentation.

Tools

• Adobe Illustrator
• Adobe Photoshop
• Figma
• InVision Freehand