Vendia Branding Refresh
Vendia Branding Refresh
Vendia’s brand wasn’t holding up in real execution: limited accessibility, poor contrast, and a palette that felt generic in a crowded B2B SaaS category. The team needed a visual system that could work across marketing + product + comms without constant one-off design.
Vendia’s brand wasn’t holding up in real execution: limited accessibility, poor contrast, and a palette that felt generic in a crowded B2B SaaS category. The team needed a visual system that could work across marketing + product + comms without constant one-off design.
Vendia’s brand wasn’t holding up in real execution: limited accessibility, poor contrast, and a palette that felt generic in a crowded B2B SaaS category. The team needed a visual system that could work across marketing + product + comms without constant one-off design.
CLIENT
Vendia
CLIENT
Vendia
CLIENT
Vendia
Role
Visual Designer
Role
Visual Designer
Role
Visual Designer
Tools
Figma, Adobe CC, Notion
Tools
Figma, Adobe CC, Notion
Tools
Figma, Adobe CC, Notion
Established a strategic foundation (not vibes)
Ran competitive + category analysis across leading SaaS brands, specifically auditing light/dark mode color behavior, contrast patterns, and common palette conventions.
Synthesized findings into 3 distinct, defensible creative directions designed to differentiate Vendia while improving usability
Established a strategic foundation (not vibes)
Ran competitive + category analysis across leading SaaS brands, specifically auditing light/dark mode color behavior, contrast patterns, and common palette conventions.
Synthesized findings into 3 distinct, defensible creative directions designed to differentiate Vendia while improving usability
Established a strategic foundation (not vibes)
Ran competitive + category analysis across leading SaaS brands, specifically auditing light/dark mode color behavior, contrast patterns, and common palette conventions.
Synthesized findings into 3 distinct, defensible creative directions designed to differentiate Vendia while improving usability
Designed 3 brand systems and led alignment
Built three complete brand options with type, color, illustration direction, and application examples:
Option 1: Light mode-first with purple/pink/blue hues (distinct + friendly)
Option 2: Dark mode-first with high-contrast accents (vibrant + bold)
Option 3: Monochrome blue system flexible across light/dark
Presented concepts through multiple review rounds with Head of Product, Marketing, CEO, CBO, incorporating feedback without losing cohesion.
Designed 3 brand systems and led alignment
Built three complete brand options with type, color, illustration direction, and application examples:
Option 1: Light mode-first with purple/pink/blue hues (distinct + friendly)
Option 2: Dark mode-first with high-contrast accents (vibrant + bold)
Option 3: Monochrome blue system flexible across light/dark
Presented concepts through multiple review rounds with Head of Product, Marketing, CEO, CBO, incorporating feedback without losing cohesion.
Created an asset strategy that avoided throwaway work
To prevent rework while the direction was still being chosen, I built a modular isometric illustration system:
Curated and organized a library of isometric graphics intentionally designed to be recolorable/texturizable once the final palette was selected.
Standardized composition rules so the library could scale without style drift.
Created an asset strategy that avoided throwaway work
To prevent rework while the direction was still being chosen, I built a modular isometric illustration system:
Curated and organized a library of isometric graphics intentionally designed to be recolorable/texturizable once the final palette was selected.
Standardized composition rules so the library could scale without style drift.
Defined a usable typographic + UI-friendly system
Partnered with the Head of Design to select Open Sans for versatility across:
Technical diagrams + documentation
Deck titles + dense product narratives
Clear hierarchy through multiple weights while keeping the tone modern, friendly, and credible.
Built an accessible color system that differentiated the brand
After stakeholder reviews, guided the team to select Option 1 and expanded it into a practical palette:
Core + accent colors designed for light-mode clarity, brand warmth, and contrast compliance.
Positioned Vendia away from the category’s default dark blue/green look to stand out in market.
Defined a usable typographic + UI-friendly system
Partnered with the Head of Design to select Open Sans for versatility across:
Technical diagrams + documentation
Deck titles + dense product narratives
Clear hierarchy through multiple weights while keeping the tone modern, friendly, and credible.
Built an accessible color system that differentiated the brand
After stakeholder reviews, guided the team to select Option 1 and expanded it into a practical palette:
Core + accent colors designed for light-mode clarity, brand warmth, and contrast compliance.
Positioned Vendia away from the category’s default dark blue/green look to stand out in market.
Refreshed the logo with real constraints in mind
Revisited a Venn-inspired “V” concept and refined it through:
Line weight + spacing adjustments for clarity at small sizes
Alignment refinements for balance and precision
Gradient application calibrated for a friendly-modern feel without sacrificing legibility
In V2, tightened usage rules so gradients were contained to the icon to improve accessibility over photography.
Refreshed the logo with real constraints in mind
Revisited a Venn-inspired “V” concept and refined it through:
Line weight + spacing adjustments for clarity at small sizes
Alignment refinements for balance and precision
Gradient application calibrated for a friendly-modern feel without sacrificing legibility
In V2, tightened usage rules so gradients were contained to the icon to improve accessibility over photography.
Refreshed the logo with real constraints in mind
Revisited a Venn-inspired “V” concept and refined it through:
Line weight + spacing adjustments for clarity at small sizes
Alignment refinements for balance and precision
Gradient application calibrated for a friendly-modern feel without sacrificing legibility
In V2, tightened usage rules so gradients were contained to the icon to improve accessibility over photography.
Operationalized the brand (so it actually shipped)
Built a practical system across Notion + Figma so teams could self-serve:
Visual guidelines + usage rules
Componentized deck templates
Iconography + illustration libraries
Social + email + doc templates
Partnered with Growth Marketing + Analytics to produce on-brand ad creative templates for LinkedIn + Google, optimized for iteration speed.
Delivered 2 successful brand launches (V1 + V2) with a clear evolution path (V3 in early development).
Produced and systemized a 100+ asset isometric illustration library, enabling consistent visuals across marketing and documentation.
Shipped a full suite of rebrand deliverables across channels, including:
Brand guidelines + asset libraries (Notion/Figma)
To see more content check out the Graphic Design page.
Operationalized the brand (so it actually shipped)
Built a practical system across Notion + Figma so teams could self-serve:
Visual guidelines + usage rules
Componentized deck templates
Iconography + illustration libraries
Social + email + doc templates
Partnered with Growth Marketing + Analytics to produce on-brand ad creative templates for LinkedIn + Google, optimized for iteration speed.
Delivered 2 successful brand launches (V1 + V2) with a clear evolution path (V3 in early development).
Produced and systemized a 100+ asset isometric illustration library, enabling consistent visuals across marketing and documentation.
Shipped a full suite of rebrand deliverables across channels, including:
Brand guidelines + asset libraries (Notion/Figma)
To see more content check out the Graphic Design page.
Operationalized the brand (so it actually shipped)
Built a practical system across Notion + Figma so teams could self-serve:
Visual guidelines + usage rules
Componentized deck templates
Iconography + illustration libraries
Social + email + doc templates
Partnered with Growth Marketing + Analytics to produce on-brand ad creative templates for LinkedIn + Google, optimized for iteration speed.
Delivered 2 successful brand launches (V1 + V2) with a clear evolution path (V3 in early development).
Produced and systemized a 100+ asset isometric illustration library, enabling consistent visuals across marketing and documentation.
Shipped a full suite of rebrand deliverables across channels, including:
Brand guidelines + asset libraries (Notion/Figma)
To see more content check out the Graphic Design page.