Brand Refresh
So‑Sure’s playful look won attention but lost trust. We noticed a credibility gap where customers drop-offed at the quote-to-checkout step. Additionally, every internal campaign demanded fresh artwork because nothing fit together. Marketing spend went to reinventing assets instead of shipping offers, delaying go-lives and inflating CAC.
Those two problems – perception of trust and operational drag – is what the refresh had to solve. I led the brand and motion refresh to close that trust gap and cut production drag.
An 8‑second loop shows logo, palette, UI, merch, and app in one frame, demonstrating how the new system scales everywhere.
Shield‑and‑smile wordmark. The "o" smiles, the "u" hides a shield. Warmth meets safety in one mark.
Five tones, delivering clear contrast and WCAG AA compliance.
Social Presence
Real-life images portraying moments where cover matters – replacing cartoon brightness with grown-up clarity.
The tees carry the shield‑smile subtly, turning customers into moving ads.
Before
After
Taking the homepage as an example from the when is lacked information hierarchy, engaging imagery, and alignment, to a redesign that adheres to a clear hierarchy with captivating imagery all on a grid. This ensure a seamless user experience while scrolling.
Screens mirror site colours and headline, reinforcing recall and boosting installs.