Rebrand, system, and live site.

The brand felt outdated. Socius was selling modern marketing credibility to clients while its own identity undercut it at every touchpoint.

The visual language was inconsistent across channels. Website, email, social, and sales decks all looked like they came from different companies.

The identity didn't match the clients they wanted. They were targeting healthcare and home-services companies but looked like a generic agency.

There was no reusable system. Every campaign meant starting from scratch, with no shared components, templates, or governance.

New logo and visual identity. Three rounds of concept exploration with stakeholder alignment at every stage. The final mark works at any size, without a tagline.

BeforeAfter

Semantic color system and typography. A two-color palette that scales to any context, and a clear type hierarchy that stays readable across devices.

Modular components for campaigns. Reusable landing pages, blocks, email templates, and social assets the team could assemble without a designer.

Brand guidelines and template library. A document the team actually uses, with clear rules, real examples, and usable templates.

Ran stakeholder interviews to align brand positioning across leadership. Designed the B2B marketing landscape through a competitive audit. Designed the logo from concept exploration through three rounds to final mark. Designed the color palette, typography system, and web style guide for the dev team. Built component variants for buttons, dropdowns, nav, cards, and hover and active states. Designed breakpoints across devices and component states. Wrote the brand guidelines and template library, and templated all sales-enablement material.

I started with research, not concepts. Stakeholder interviews across leadership to understand how they saw the brand versus how their clients experienced it. A competitive audit mapped how B2B agencies in their space positioned themselves, and the landscape was flooded with the same blue-and-white corporate look. Socius had a strong reputation through word-of-mouth, but their visual identity told a completely different story online.

We recommended Socius stop trying to be everything to everyone visually. They had a distinct point of view, and the brand needed one. Narrowing the brand's personality before touching the logo was the call that made everything else easier.

The rebrand was never just a logo and a set of visuals. It was a systematic change, and I owned the whole thing: I designed and built every page of the new site from scratch, 20-plus core pages plus reusable case-study and blog templates, without an existing UI kit or framework underneath.

I built a modular component system with variants so the team could adjust size and style without breaking the design. I defined how each component behaves across device breakpoints and specified its static, hover, and active states, then documented all of it in a web style guide as part of the engineering handoff. The point of that guide was leverage: engineers didn't have to QA every interaction or come back to me for rules, they built from written spec. The system told them how it should work.

The hardest part was the consolidation. Socius had good people, but different teams had been making roughly the same calls independently for years. The rebrand wasn't just a new logo. It was wrangling years of uncoordinated decisions into a single, coherent system that everyone would actually use.

I don't design pages anymore. I design the system that generates them. That's what started here.