Crunchtime Brand Evolution

Crunchtime came to us for a brand refresh that felt modern and elevated while remaining deeply connected to their original look and feel. The goal was to refine their visual language by pushing their existing brand colors, iconography, and patterns into a more cohesive and contemporary space. Refreshing the visual identity into a more flexible, modern system while maintaining brand recognition.

As the Lead Designer, I led the rebrand from concept to completion, developing moodboard directions, defining the visual system, and creating the final design system, brand assets, and updated brand guidelines to support consistent rollout across digital and print.

My biggest learnings were how to elevate a brand to meet client goals while preserving its original identity. I also learned how to build a cohesive design system that scales across marketing, print, and digital needs, including developing modular widgets and cards that simplify and represent the client’s software.