Replicant — Brand System & Marketing Asset Rebuild
Context
Replicant is a conversational AI platform operating in a highly technical, enterprise-focused space. As the company scaled its marketing and sales efforts, its visual identity and supporting assets lacked cohesion — making it difficult to present a clear, confident brand to both internal teams and external audiences.
Challenge
The primary challenge was to evolve Replicant’s brand into a more unified, scalable system that could support a wide range of use cases — including sales collateral and internal documentation — while maintaining clarity in a complex product space.
Role & Collaboration
I worked as a core design partner alongside a senior designer acting as Creative Director. While high-level brand direction was shaped collaboratively, I focused on translating that direction into execution — scaling the system across marketing, sales, and internal touchpoints. My role emphasized consistency, usability, and adaptability across formats.
Strategy
Our approach centered on building a flexible visual system that could:
Scale across multiple touchpoints without losing clarity
Support both brand storytelling and functional communication
Improve internal alignment and ease of use for teams creating new assets
This required thinking beyond individual deliverables and prioritizing repeatable patterns, modular components, and clear hierarchy.
Execution
I contributed to the execution of a large-scale rebrand that included:
Sales and B2B collateral
Internal brand documentation and templates
Custom iconography and supporting visual elements
A significant focus was placed on how color, typography, and layout could be used consistently across contexts — ensuring the system felt cohesive whether applied to a single asset or a multi-page document.
Impact & Outcomes
While direct performance metrics were not owned by design, the rebrand resulted in:
A unified visual language adopted across multiple teams
Increased internal clarity around brand usage and hierarchy
Faster asset creation through reusable templates and systems
A more confident, enterprise-ready brand presence
The updated system provided a foundation that enabled Replicant’s teams to operate more efficiently and consistently.
Reflection
This project reinforced the importance of balancing creative direction with practical execution — operating collaboratively while independently owning system-level thinking. It remains one of the strongest examples of the brand and systems work I aim to continue doing at a senior level.
