Boulevard Rebrand
Boulevard's founders built one of the most powerful technology platforms in the appointment-based business space, purpose-made for hair salons, nail studios, and wellness spas. But the brand hadn't kept pace with the product, underselling itself and leaning too heavily into a single vertical.
To reposition the brand, I went straight to the source, interviewing dozens of owners, founders, executives, stylists, and receptionists. What emerged was clear: Boulevard's real power lay in product innovation, exceptional client experience, and a community-first ethos rooted in the salon world.
That insight drove a new positioning: Boulevard as a 'Client Experience' Platform, the connective tissue of every client interaction, from first booking to final checkout. From there, I crafted a new brand expression, 'Make every moment matter', framing technology not as the story, but as what makes the real story possible. The logo and identity were redesigned to match, and a film featuring real Boulevard customers brought it all to life authentically.
Genesis Crypto Rebrand
Stateful Rebrand
Stateful builds software that helps developers work sustainably and grow in their craft. Their mission: thoughtful progress, one developer at a time. As Stateful scaled their brand and product lineup, they needed a visual identity that matched that ambition. I stepped in to lead the charge — building a brand platform from the ground up and producing standout assets across every touchpoint, from digital to print to event swag people actually want to keep. The result? A visual identity that hits as hard as Stateful's mission, helping them make real noise in the developer community and beyond.
CU Direct Rebrand
Sumo Logic Rebrand
Sumo Logic, a provider of a unified, cloud-native platform, set out to win market share with a bold campaign that put their edge over the competition front and center. Zeroing in on Cloud and Enterprise applications, I created dynamic assets that spotlighted product benefits and spoke directly to the practitioners who depend on these tools every day. Every asset was crafted to spark engagement, drive conversions, and bring Sumo Logic's brand to life with energy and impact.
Lokker Rebrand
LOKKER is redefining B2B internet privacy. As they prepared for a major product launch, they didn't just need a brand, they needed an identity that matched their mission to make the internet safer worldwide. The brief was clear: power and minimalist elegance, the kind you'd find in a luxury label, not a typical tech company. I built it from the ground up. Anchored by the tagline "Powering Privacy," every visual decision was intentional, bold, clean, unmistakable. The work extended far beyond a logo: a new website, social assets, and a full suite of tactical deliverables, all engineered to command attention. The result is a brand that doesn't compete in the privacy space, it owns it, positioning LOKKER as the category's unrivaled authority.
Veritone Rebrand
