Ripple Street Rebrand
Building a unified, authentic brand system
When Ripple Street set out to refresh its brand, I led the effort as the sole in-house creative. The challenge was clear: transform a fragmented identity that leaned heavily on stock photography into a bold, authentic system that reflected our community-driven model. By building a comprehensive brand style guide and designing fresh collateral across digital, print, and sales, I created a unified visual language that celebrated user-generated content and positioned Ripple Street as a credible, innovative partner for top brands.
Before
After
Old brand materials relied on generic stock imagery. The new system put authentic community photos and bold design front and center.
Project
Comprehensive rebrand of Ripple Street, a peer-to-peer marketing platform—visual identity, brand guidelines, and multi-channel collateral.
Role
Art Director / Sole in-house Head of Art & Design
Team/Partners
Cross-functional with Marketing, Product, and Sales; partnered with select freelancers on deliverables.
Context / Objective
Refresh a fragmented, stock-heavy identity into a bold, authentic system that reflects our community-driven model and supports sales.
Constraints
• Scrappy team (often just me) • Tight timelines • Needed to balance B2B credibility with playful, community-first personality
Process
• Audited existing materials for gaps/inconsistencies
• Defined UGC-first visual language (palette, type, iconography, photo treatment)
• Built a comprehensive brand style guide and templates
• Replaced stock with authentic community imagery
• Rolled system into pitch decks, one-sheets, social, and in-product assets
Outcomes
• Unified brand adopted across Marketing, Sales, and Product
• Sharper client materials that supported sales conversations
• Work contributed to award recognition (e.g., Davey Award—Tetley Tea activation)
Tools
Illustrator, Photoshop, InDesign, After Effects, Figma