LEAD BRAND DESIGNER
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At Amplitude my position as Brand Design Lead focused on preparing Amplitude’s core brand for IPO. During my time there I oversaw the brand strategy and design execution of their rebrand, and creative direction that took them from $10m to $100m ARR and eventually an IPO.
Upmarket Rebrand
Brand persona case studies, brand archetypes, color palette, and comprehensive brand guidelines.
Establish brand consistency across Amplitude in preparation for IPO and develop a best-in-class brand design system to launch a new product category.Role: Led the brand initiative and mentored a team of three designers.
Achieved growth from $10M to $100M in ARR and unified Amplitude’s expanding brand identity.
Led the brand initiative and mentored a team of three designers while developing the brand strategy and archetecture.
To position Amplitude as a trusted market leader in an emerging category, I spearheaded a comprehensive brand upgrade. This process began with strategic category creation, coupled with defining brand personas and marketing archetypes to resonate with key audiences.
I organized and led research studies to align diverse internal teams around the new brand strategy and presented actionable findings to the C-suite, ensuring stakeholder buy-in. From there, I developed new brand guidelines encompassing a refined color palette, cohesive illustration style, versatile graphic elements, and corporate templates. These assets were seamlessly integrated into all customer-facing materials, including a redesigned website, sales templates, and campaigns.
This initiative not only elevated the brand’s visual identity but also drove alignment across departments, setting the foundation for future growth and innovation.
