REBRAND CAMPAIGN
Blueshift, 2023-2024
Blueshift.com is a customer engagement and marketing automation platform that uses AI-powered tools to help businesses engage customers across channels like email, mobile, web, and social media.
As the Blueshift’s Design Manger, I spearheaded and executed the rebrand campaign, and I art-directed a third-party web development team to achieve a UX/UI experience on the website that was seamless and pleasant to use. For this rebrand, I aimed to make Blueshift's AI feel approachable, friendly, and user-centric, rather than the corporate, cold, and sterile look we were working with. The goal was to demonstrate that AI is a helpful tool, not a human replacement, that enhances marketers’ ability to create personalized customer experiences.
Assets created: rebuild of design system in Figma, brand guidebook, visual updates across website, external pitch decks, a 200+ page internal master deck, revised ebooks and one-pagers, revised video assets
Utilized skills: brand and identity, digital design, print design, multiple page layout, color theory, cross-functional collaboration, brand implementation, vendor management, art direction, video production
Tools + software: Figma, Adobe Illustrator, Photoshop, After Effects, and Premier Pro
Intro animation created in Adobe After Effects, 2025
BEFORE
Here are some examples of Blueshift’s look and feel when I came aboard. While nothing is wrong with any of the designs, they are outdated, vague in messaging, and seem to be drowning in a sea of dark corporate blue.
CURRENT
I led the brand refresh, implementing it across the website, social media, blogs, emails, collateral, and ultimately, the platform app. The new design features an extended color palette, full-color images, natural photos of diverse users, playful graphic elements, clearer CTAs, and a friendly yet professional tone. I also introduced a purple gradient to soften the harsh blue and to signify a “shift.”
As the sole designer, I executed the entire rebrand over two years — an effort that is still ongoing. The launch followed a phased approach, gradually rolling out updates to social, email, website graphics, and collateral before applying the new design site-wide and in the app, ensuring a smooth transition.
UPDATED BRAND GUIDE
To complement the updated branding, I created a comprehensive brand guideline book for internal use and to send to our partners.
Download a compressed copy of the brand guide here.
BLUESHIFT ENGAGE 2024
Blueshift Engage is a networking event for customers and prospects to interact with leaders in the industry, be in-the-know for new releases and updates, and connect with Blueshift team members. Engage is a one-day event featuring keynotes, expert panels, and product demos.
In 2024, I rebranded Blueshift Engage to breathe new life into the event and modernize the look. I utilized the same teardrop shapes and logo as before, but put a modern spin on it with our updated color palette.
Below are before (left) and after (right) examples of the upgrade.
