Everplans
brand + marketing
Brand positioning, campaigns, marketing collateral
As the Creative Lead, I championed a new, consistent brand presence and positioning. I facilitated explorations and workshops, which resulted in an initial brand refresh and an increase in recognition.
Role: Creative lead, brand strategist
When I joined Everplans, the brand primarily focused on end-of-life planning and targeted an older demographic. The vision was to reach new audiences, expand the categories covered, and continue empowering users to get organized.
During my tenure, I also led a brand refresh and redesign while navigating shifting and daily priorities. Although we couldn't implement everything before the acquisition, we accomplished a lot for a small team. Due to budget constraints that prevented us from using custom illustrations and photography, or changing the typeface and other elements, our initial rollout took a simple and semi-neutral approach, as shown below. I am currently assessing if I can share the comprehensive vision.
Below, you'll find samples representing creative and marketing efforts, including both B2C and B2B initiatives. If you’re interested in the product design side, please see here.
Plan today. Enjoy tomorrow.
Integrated partner app
As partnerships ramped up, we explored several avenues of app integrations, new apps, and other partnership opportunities. Below is the combined grief app concept, used in sales and investment decks as well as in partnership build out and final acquisition.
Everplans Professional
B2B handouts to help pro clients learn about Everplans and navigate rolling out it out to their clients.
Partnership materials
Various partnership mediums and channels, including content swaps, email, employee benefits, events, packaging/retail, social, and web.
Color exploration
As part of my proposed brand refresh and redesign, I advocated for new brand colors and the establishment of cross-platform consistency. This change involved transitioning the primary brand color from a muted "tech blue" to a deep, rich indigo. Numerous workshops and explorations were conducted, and below is an example of a small part of that process.
