THUMBTACK
Launching a brand new brand
In May 2018, Thumbtack debuted a sleek new brand identity. Our creative team had turned the old orange pushpin logo into a blue, bonafide tack. Fonts, photography, illustration, and of course, brand voice all got an extreme makeover. It was a historic company milestone two years in the making. I got to write all the customer-facing components including our website, launch announcements, video scripts, and eventually, a massive set of brand guidelines.
ROLE: Lead Copywriter / Creative Director
CREATIVE CREDITS: Matteo Vianello (ECD), Dina Lovinsky (Head of Copy), Chi Thorsen, Andrew Wendling (Design), Philippa Adams, Rachel de Jong (Writing), Sergio Rodriguez, Colin Hoefle, Will Miller (Photo/Video)
Brand Guidelines
A few years post-rebrand, I became a Creative Director. Our now not-so-new brand had been pressure-tested, tweaked, and evolved into something worth codifying in a big way. I led a team of designers and copywriters to create our first-ever brand microsite: a go-to resource for partner agencies and cross-functional teams. We audited years-worth of content, upvoted our favorites, fleshed out a strategic framework, crafted the guidelines, and rolled everything out internally at a splashy, swag-filled company all-hands.
