ML Howell

Afresh Branding

Year

2022

Role

Brand Designer

Team

Sarah Papp

Tools

Figma

Illustrator

Intro

In 2021 I joined Afresh as a brand designer responsible for creating assets for the company, such as their first Impact Report, print materials for sales, advertisements, and working on any exhibition booth materials for conferences. For about a year I utilized the brand assets we had available, kept the brand consistent, and produced assets that would help my team.

During that time my manager, Sarah Papp, had been starting to work with a brand agency called Upperquad to refresh the brand as we prepared for a Series B. I was brought in at the time to help give directional feedback as we landed on a new logo, website, and new colors.

Pre-refresh

Before we refreshed Afresh's brand identity, the logo and brand didn't feel premium. It felt like an average series A tech company and didn't stand out. The main goal of implementing a new brand identity was to position Afresh as a premium option amongst competition.