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Fierce, Inc. is a results-driven leadership development and training company that specializes in developing conversation as a skill.

 

Following ten years of operation, including leadership changes and multiple brand strategy implementations, I proposed a brand audit to align the visual brand language across all touchpoints.

Role: Principle Design | UI | UX | Art Direction | In-house Design

Deliverables: Refreshed Branding Assets Company Wide

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Materials accumulated over a decade due to rapid company growth, leading to challenges in maintaining a cohesive brand experience.

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A strategic analysis was conducted to review the Fierce brand definition, values, messaging, and promise, identifying opportunities for improvement.

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Collaborating with department heads, assets were evaluated and prioritized for refresh or phased-out based on timelines and future milestones.

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Thorough research, including competitive analysis, surveys, questionnaires, interviews, and customer conversations, informed the ideation process.

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The final rollout encompassed all branding assets across customer touchpoints, excluding the website. A new cloud-based storage system with improved information architecture and naming conventions was implemented company-wide.

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