Crunchtime Brand Evolution

CrunchTime’s brand needed to evolve alongside its growing product and audience. The goal was to refresh 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.