Typical portfolio language: I created a brand project for XYZ company that consisted of a logo refresh and new branded materials and brand assets. Story-driven narrative: XYZ company approached me with a problem. They were concerned their old brand was tired and needed to reinvent themselves to stay relevant with their shifting target audience. I discovered in my research phase that XYZ company had a large audience of young mothers, so we redirected the rebranding efforts to soften the brand’s visual appeal and add a more illustrative vibe with calm neutral color hues. This research helped to create a visual system that more closely related to XYZ’s demographic in new and dynamic ways.