Redesigning the Visual Identity across product and brand
Role and scope
When I joined EyeEm, the company was evolving, from a photography startup into a creative platform with a growing user base and commercial presence. Our identity needed to evolve too.
The product and marketing teams had been moving in parallel for a while. Each had their own visual language, tone, and priorities. What was missing wasn’t talent or vision, there was plenty of both. What we lacked was a shared visual foundation: a system that could connect our product, marketing, and brand stories with clarity and consistency.
I helped translate business goals, user research, and market positioning into a brand system that could scale across product, campaign work, and communications. My role was to lead that effort, developing a flexible visual identity that could live across channels, and enabling teams to apply it with confidence.
Why it mattered
Product and marketing were growing quickly, but separately. The product had its own look and feel, and the brand team was producing standout creative campaigns, each with its own style, tone, and rhythm.
For users, this meant a fragmented experience. For teams, it meant duplicated effort and missed opportunities to build recognition.
We needed a visual system that could bring it all together:
- Strong enough to unify product and brand
- Simple enough to use across teams
- Flexible enough to support creative expression
Building a system that tells a story
We started by grounding the work in the brand’s core values: Creativity, connection, and community. From there, I led the development of a visual identity system that covered:
- Typography, layout, and grids for responsive UI and content
- Color, imagery, and iconography to create cohesion without constraint
- Templates and tooling to support campaign work and product design
- Documentation to make adoption easy for both designers and non-designers
Designing the infrastructure behind the scenes
Alongside the rebrand, I designed and built a web component library in Webflow, which we used to launch core pages like the homepage and About section. But campaign work had its own demands so I created a custom Campaign Builder: a fully configurable landing page system powered by Webflow CMS.
This gave the content marketing team full ownership over page creation, while keeping the brand consistent. I documented the system and process on a dedicated internal design portal, so anyone, from designers to marketers, could get up to speed quickly.
Outcomes
- A new, cohesive brand system used across product and marketing
- Key landing pages redesigned and launched using Webflow
- A reusable component library and campaign builder that saved time and enabled autonomy
- Reduced visual rework and stronger brand recognition across channels
- A design culture that valued clarity, flexibility, and shared ownership
What I took with me
This work reminded me that design isn’t just how something looks, it’s how well it travels. A good system holds together under pressure. It empowers teams. It grows with the organization. At EyeEm, I saw how aligning product and brand unlocks not just better visuals, but better storytelling.
And I learned that the most durable systems aren’t imposed; they’re co-created, tested in context, and refined over time.
