Branding
RETAILMENOT: BRAND GUIDELINES
One brand. Two languages. Finally speaking the same.
Year :
2025
Industry :
Shopping
Client :
RetailMeNot
Project Duration :
2 Weeks
Problem
MY ROLE // Lead Product Designer + Manager
Creative direction, competitor analysis, brand strategy, stakeholder alignment, visual design, design guidelines, copy writer.
RetailMeNot's product and marketing teams had drifted — each speaking a slightly different visual language, creating inconsistency across every touchpoint. I led the creation of refreshed brand guidelines that bridged the gap, establishing a unified system that gave both teams a shared foundation without sacrificing flexibility. The result: a cohesive brand presence that shows up consistently whether a user is seeing an ad or using the product.
Solution
A comprehensive brand refresh built from a large-scale internal audit and competitive analysis, identifying the strongest existing work as a foundation. I defined core brand elements — typography, color, imagery, iconography, layout systems, and hierarchy — then extended the system across email, display, social, banners, and product surfaces. The resulting guidelines are now actively used across every team and integrate directly with RetailMeNot's design system, accelerating production and establishing a durable foundation for future growth.
Challenge
Rallying a cross-functional organization around a single creative direction while balancing hands-on design leadership with executive alignment — and building something ambitious enough to elevate the brand without discarding what already worked.
Summary
An end-to-end brand refresh that transformed a fragmented, agency-shaped identity into a cohesive, scalable system — unifying Product and Marketing under one visual language for the first time.
More Projects
Branding
RETAILMENOT: BRAND GUIDELINES
One brand. Two languages. Finally speaking the same.
Year :
2025
Industry :
Shopping
Client :
RetailMeNot
Project Duration :
2 Weeks
Problem
MY ROLE // Lead Product Designer + Manager
Creative direction, competitor analysis, brand strategy, stakeholder alignment, visual design, design guidelines, copy writer.
RetailMeNot's product and marketing teams had drifted — each speaking a slightly different visual language, creating inconsistency across every touchpoint. I led the creation of refreshed brand guidelines that bridged the gap, establishing a unified system that gave both teams a shared foundation without sacrificing flexibility. The result: a cohesive brand presence that shows up consistently whether a user is seeing an ad or using the product.
Solution
A comprehensive brand refresh built from a large-scale internal audit and competitive analysis, identifying the strongest existing work as a foundation. I defined core brand elements — typography, color, imagery, iconography, layout systems, and hierarchy — then extended the system across email, display, social, banners, and product surfaces. The resulting guidelines are now actively used across every team and integrate directly with RetailMeNot's design system, accelerating production and establishing a durable foundation for future growth.
Challenge
Rallying a cross-functional organization around a single creative direction while balancing hands-on design leadership with executive alignment — and building something ambitious enough to elevate the brand without discarding what already worked.
Summary
An end-to-end brand refresh that transformed a fragmented, agency-shaped identity into a cohesive, scalable system — unifying Product and Marketing under one visual language for the first time.
More Projects
Branding
RETAILMENOT: BRAND GUIDELINES
One brand. Two languages. Finally speaking the same.
Year :
2025
Industry :
Shopping
Client :
RetailMeNot
Project Duration :
2 Weeks
Problem
MY ROLE // Lead Product Designer + Manager
Creative direction, competitor analysis, brand strategy, stakeholder alignment, visual design, design guidelines, copy writer.
RetailMeNot's product and marketing teams had drifted — each speaking a slightly different visual language, creating inconsistency across every touchpoint. I led the creation of refreshed brand guidelines that bridged the gap, establishing a unified system that gave both teams a shared foundation without sacrificing flexibility. The result: a cohesive brand presence that shows up consistently whether a user is seeing an ad or using the product.
Solution
A comprehensive brand refresh built from a large-scale internal audit and competitive analysis, identifying the strongest existing work as a foundation. I defined core brand elements — typography, color, imagery, iconography, layout systems, and hierarchy — then extended the system across email, display, social, banners, and product surfaces. The resulting guidelines are now actively used across every team and integrate directly with RetailMeNot's design system, accelerating production and establishing a durable foundation for future growth.
Challenge
Rallying a cross-functional organization around a single creative direction while balancing hands-on design leadership with executive alignment — and building something ambitious enough to elevate the brand without discarding what already worked.
Summary
An end-to-end brand refresh that transformed a fragmented, agency-shaped identity into a cohesive, scalable system — unifying Product and Marketing under one visual language for the first time.