In 2024, Daxko launched the refresh of a brand that hadn’t seen an update since 2017. Since that last refresh, the company shifted business strategies and the visual elements aged poorly — rendering the brand expression outdated and ineffective. The color palette failed to meet accessibility standards and presented challenges when different brand colors were used together. Also, the typography resonated only with the company’s non-profit market — it didn’t convey the innovation or technology that Daxko needed to project in order to stand out against competitors.

I worked alongside my design teammates and under the leadership of our creative director to experiment with foundational elements like typography, color, and logos. Once the foundation was established, I continued to augment and refine the brand system through the creation of visual collateral, while supporting teams across Daxko to achieve business goals.