Resi Media Rebrand

Upon the acquisition of Resi Media by Pushpay, it became evident that the brand lacked a unified structure, voice, or tone, as well as a consistent video or visual style guide. Furthermore, it was utilizing five fonts for its typography without clear documentation of licensing for the main logo font.

The feat at hand was to establish a new logo standard, develop comprehensive brand guidelines, and adjust colors to align with the parent brand, Pushpay. Upon discovering the uncertain status of the font license, I sought counsel from our legal team, who recommended discontinuing the old logo within one to three months for all digital usage. In line with the main color and the hexagon R logo mark, I redesigned the main logo to match the sizing and typographical treatments of the Pushpay brand architecture. Once the redesigned logo received approval from executive leadership, I led a working group over the next three months to identify areas where the old logo was present and replace it, ranging from old email footers and in-product logos to neon lights and a full website redesign. Subsequently, we rolled out the new brand guidelines, with Pushpay's brand hierarchy as a subsidiary sharing a subsection of the color palette, typographic treatments, and incorporating a robust icon and illustration system.

The final result is a consistent brand appearance and the ability for Resi to share content with Pushpay customers without the need for a full-fledged redesign of brand characteristics such as icons, illustrations, and secondary color usage. This has saved Pushpay countless work hours and mitigated licensing uncertainty.

Project Roles
Art Director, Creative Director, Director, Typographer, Designer, Type Designer, Strategist
Skills
Art Direction, Color Grading, Design, Film, Motion, Research, Marketing Strategy, Design Strategy
Media
Brand Guidelines, Branded Content, Illustrations, Infographics, Logos, Motion Graphics, Packaging
Resi Media Rebrand
Resi Media Rebrand
Resi Media Rebrand
Resi Media Rebrand
Resi Media Rebrand
Support