Appen

Rebrand

Working in an executive team lead capacity under my role as Director of Creative Operations, I ran the group tasked with evolving the brand of a years-old LLM company suddenly thrust into the zeitgeist of the 2023 AI boom.

Appen was a sprawling project that gave us a chance to cover all aspects of the business. Kicking things off with a solid research period with a dozen internal stakeholder interviews, competitive analysis, and customer survey/interview work, we did some deep tissue massage on the brand strategy. A few weeks later we were off and running with a strong new logo and wordmark, colors, and design system, not to mention a revamped voice and house style and countless options for marketing material support.

Navigating a company as entrenched as Appen is always adventure, making sure you’re able to please sales teams, marketing teams, heads of content, fresh-faced CMOs, longtime executives, and any other agencies that might also be in the mix. But my team – with its combination of strategic expertise, account savvy, quick-witted design sensibilities, flexible video talent, and brand content chops – was able to pull it off with true flair.