Collective Voice

Brand Refresh

Collective Voice Logo on a periwinkle background

Project overview

As part of the Collective Voice brand refresh, I streamlined an overextended color system, re-centered Wink (periwinkle), refined the secondary palette, and evolved the visual language to prioritize creators with product UI in a supporting role.

As part of the Collective Voice brand refresh, I streamlined an overextended color system, re-centered Wink (periwinkle), refined the secondary palette, and evolved the visual language to prioritize creators with product UI in a supporting role.

As part of the Collective Voice brand refresh, I streamlined an overextended color system, re-centered Wink (periwinkle), refined the secondary palette, and evolved the visual language to prioritize creators with product UI in a supporting role.

Challenge

Prior to the refresh, the brand used too many colors, which diluted its focus and recognition. The visual system also relied heavily on illustrations, with less emphasis on creator imagery. Although periwinkle (Wink) was intended to be the primary color, it was lost among the expanded palette.

Solution

This refresh re-centered Wink (periwinkle) as the core brand color, refined the secondary palette to support sub-brands and storytelling, and evolved the visual system to prioritize creator-led imagery supported by product UI.

Creative Director

Michelle Pais

My Role

Senior Designer

Collaborators

Shania Cheng

Copywriter

Ashley Kiley

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