Create the first Nitro brand definition
I wanted to ensure that the Nitro brand reflected the company values, core culture, and growth as an organization. I also wanted to evolve the brand to a cohesive, enterprise-grade voice and aesthetic—without losing our unique personality and spirit.
Establishing the brand pillars
I led a series of workshops with the entire global marketing team designed to establish the core pillars on which the entire brand would be built. We wanted to make sure the company values were included and I also talked to the CEO to get his thoughts on what he believed was the “soul” of Nitro.
Bold, Helpful & Authentic
The Visual Identity
A major theme that came out in our discussions was that we wanted to keep the brand as unique from our competitors as possible.
Colors and typography
Graphics and icons
I introduced hand-drawn illustrations as a way to create a human element. I wanted to incorporate photographs of people to support this connection.
I brought in background gradients to add depth to the images. Curve elements break up sections of content to add a sense of flowing and movement. In order to be able to replicate these curve elements from designer to developer, I created a library of inline styled svgs and a series of css classes to be used.
Bringing it all together
1-Pagers and sales decks
I directed the design of all of our product and sales 1-pagers. I also created an extensive PowerPoint template for all employees to use.
A consistent brand experience company wide
Nitro’s Chief Product Officer at the time summed it up best.
“I feel like Nitro finally has an enterprise-level brand.”