Drift Rebrand 2.0
As Drift moved up-market to mid-market and enterprise, the brand lost some personality and energy while creating a modular, scalable system. Therefore in November 2022, Drift went through a rebrand entirely in-house to bring back its brand pillars of authentic, innovative, and dynamic. I led the creative direction and vision for this rebrand. Working closely with the CMO and CEO, the redesign accomplished differentiating our brand, and rediscovering our brand roots all while reinventing ourselves. I wrote a blog all about the process here.
The visual language now had an emphasis of typography, Balto typeface, updated color palette of CMYK values, editorial layouts, dynamic shapes and slashes, and more. This design system was easy to scale across all materials.
The Drift Brand Guide
During this process, I redesigned many tier 1 pages across the website, content offers, eBooks, social promotions, paid ads, podcast covers, blogs, and quarterly campaigns while also creating Drift's new brand guide.
In addition to updating our design system, the rebrand needed a new photography style. We never use stock photos, we use real people — whether that's customers or employees. I led the creative direction and project management of our photo shoot along with the agency TrendyMinds. The goal was to create a minimal, saturated style with personality.
At the end of 2022, the brand team wanted to celebrate the year of our redesign with a sizzle reel highlighting our favorite work. Video by Dan Meyers. Graphics package by myself and other designer, Sarah Porter.