Company

MAVENLINK – 2018

The Operational System of Record for agencies and service organizations.

Our effort from the principal rebrand of 3 years prior had propelled our young company. We hit out growth targets each year, doubled our workforce, and secured a $39M Series D funding round from Goldman Sachs. With this growth came new challenges, new competitors, and new target market segment.

As we continued to move upmarket, the customer needs were evolving. The hairball of technology systems customers were stitching together was creating inefficiencies, incomplete data, and poor visibility. Customers couldn’t scale. Mavenlink was the answer.

As the Executive Creative Director I helped our executive team sharpen our positioning, refine our messaging, and update our brand platform. That jolt in company trajectory sparked a rebranding effort which I led. Spoiler alert – 3 years later growth targets were hit, our workforce had grown another 30%, and yet another market segment was opening for us to capture.

Projects

BRANDING MARKETING MAVENLINK.COM OFFICES OSR EVENTS CAMPAIGNS

BRANDING
MARKETING
MAVENLINK.COM
OFFICES
OSR
EVENTS
CAMPAIGNS

Branding

Identity & Branding

Our new positioning was unifying business systems to enable the insights and agility you need to grow and scale. We developed a visual identity system that centered around the themes of systems, data, intelligence, and transformation. Built around a distinctive icon and patterning system against a backdrop of overlapping and stitched color blocks, the visual identity was bold, striking and memorable.

I considered the 2015 rebrand of Mavenlink as one of the most important and pivotal moments in the company’s history. It was defining effort that established the current brand trajectory of the company for the next 3 years. I led a team of 4 to develop a complete brand platform that would establish our brand fundamentals and guide the direction of the eventual identity, visual system and messaging.

This rebrand visually separated us from our competitors in orders of magnitude. There was nothing else like it in our space and it was highly memorable. It gave Mavenlink momentum, focus, and was a propellant for marketing and sales.

My Role

Creative Direction, Visual Brand Identity , Brand Guidelines, Strategy, Brand Platform & Positioning

Creative Direction, Brand Identity, Visual Design, Brand Guidelines, Strategy, Brand Platform & Positioning

Credits

John Reese – SVP Marketing, Javier Garcia – Lead Designer, Tannie Low, Warren Harper – Sr. Designers, Jennifer Dodos – VP Marketing Communications

Marketing

We leveraged the visual identity system across all communications. It was an extraordinarily flexible and dynamic system with a great backbone of rules and assets to keep the designs fresh.

Each of the 5 product modules had a color motif and a specific set of icons and patterns to bring some context and meaning to each product area. When we were talking specifically to a product area we used a category color and icon set. When we were talking about the Mavenlink platform - the combination of the 5 modules. - we used a blue color palette and any of the icons.

Credits

Creative Direction, Campaign Strategy, Visual Design, Illustration, Naming

My Role

John Reese – SVP Marketing, Jennifer Dodos – VP Marketing Communications, Javier Garcia, Tannie Low, Sara Kunz – Sr. Designers, Kavon Zamanian – Motion Designer, Matt Draper – Copywriting, Ashley Riegg, Dominique McBee – Design Operations, Hunter Pollard – Director of Demand Generation, Ryan Montano – Director Product Marketing

Offices

Working with Mavenlink’s leadership, an arthitecture and enviornmental design firm we had the chance to design the Irvine office and could create the space we wanted. With 7 offices around the world, this office would be a template and sytleguide for the rest.

We created a unique coffee bar for Maven’s to meet, work and relax – branded in the same spirit as Mavenlink – but with it’s own unique look and feel. With Zoom meetings on the rise, and many of our first introductions to our clients coming digitally, we built out many smaller private conference rooms – each uniquely branded so clients could have different experiences over time. We created a wallpaper pattern that we used at different scales in different rooms. It was constant reminder of all the interworking systems and data at play that Mavenlink enabled.

My Role

Creative Direction, Environmental Design

Credits

Tannie Low, Sara Kunz, Javier Garcia, Warren Harper – Sr. Designer, John Reese – SVP Marketing, Jennifer Dodos – Marketing Communications, Eric Neuman – Design Director; Exhibitree

Mavenlink.com

Our website was confident, eye catching and most importantly, aligned to the new positioning around unifying systems, confidence and control. We leveraged a number of interactive experiences across the site to tell immersive stories around our positioning, product, and services.

My Role

Creative Direction, Visual Design, User Experience, Illustration, Icongraphy

Credits

Tannie Low, Julian Renvoye, Sara Kunz, Zhenya Rynzhuk – Sr. Designers, John Reese – SVP Marketing, Jennifer Dodos – VP Marketing Communications, Toni Pace – Website Mananger, Matt Draper, Brandon Getty – Copywriting, Ashley Riegg, Dominique McBee – Design Operations, Ade Farquhar, John Shockey – Developers, Hunter Pollard – Director of Demand Generation, Ryan Montano – Director Product Marketing

Mavenlink GO

The annual company conference is named Mavenlink GO. It is a multiday event that kickoffs the fiscal year and energizes the company with client spotlights, keynote speakers, and demos and presentations from across the company.

We developed the GO logo and the arrow branding that would be used year to year as well as the yearly event themes - Obsess Over Clients and The Power of One.

My Role

Branding, Event Design

Credits

Tannie Low – Sr. Designer, Kavon Zamanian – Motion Designer, James Serazio – Event Manager, Jennifer Dodos – VP Marketing Communications, John Reese, SVP Marketing

Operational System of Record

Central to our messaging and positioning was the Operational System of Record. By unifying 5 disparate systems, organizations could establish a single source of truth to gain vivid insights and optimize processes across business ecosystems.

We created an immersive long form page experience that explored the modules and architecture of the OSR, and showcased its benefits to your organization.

Go to OSR

My Role

Creative Direction, Strategy

Credits

Tannie Low – Sr Designer, Matt Draper – Copywriting, John Shockey – Developers, Toni Pace – Website Mananger,

Integrated Campaigns

5 Steps to More Profitable Projects

The marketing team would launch integrated campaigns every quarter. They would align to broader strategies that delivered the thought leadership the market was looking for as well as setting up the themes, questions, and solutions that ultimately our product delivered on while reinforcing the Mavenlink POV.

Each campaign was designed adjacent to the Mavenlink branding and had their own unique visual system. The branding and messaging were first designed for the long form ebooks and microsites, and then leveraged all the other marketing touchpoints.

My Role

Creative Direction, Campaign Strategy

Credits

Tannie Low, Sara Kunz – Sr. Designers, Jennifer Dodos – VP Marketing Communications, Matt Draper – Copywriting, Dominique McBee – Design Operations, John Shockey – Developer

Integrated Campaigns

Forecasting & Optimizing Capacity

My Role

Creative Direction, Campaign Strategy

Credits

Tannie Low, Sara Kunz – Sr. Designers, Jennifer Dodos – VP Marketing Communications, Matt Draper – Copywriting, Dominique McBee – Design Operations, John Shockey – Developer