Role:
Lead Brand Designer
Coursedog
Reimagining a SaaS brand from the ground up.
Scope:
Brand Strategy, Visual Identity, Art Direction, Website Design, Marketing Design, Event Branding, Editorial Design
Overview:
I led the evolution of Coursedog's visual identity, transforming a limited set of brand attributes into a comprehensive, scalable design system. Building on the existing logo and brand foundation, I refined the visual language and established greater consistency across digital, marketing, and physical experiences.
I brought the evolved brand to life through a website overhaul, customer testimonial videos, marketing campaigns, event experiences, and branded merchandise. This included developing the visual identity for Coursedog's Academic Operations conference and supporting creative initiatives such as AcOps Magazine.
01
The Challenge
When I joined Coursedog, the company had an established logo and some recognizable visual elements, but lacked a cohesive brand identity. The existing brand guidelines were limited to a single page, leaving much of the creative direction undefined and resulting in inconsistencies across the website, marketing materials, and other brand touchpoints.
As the company grew, it needed a more distinctive, intentional visual identity that could differentiate it from competitors, strengthen brand recognition, and create a consistent experience across an expanding range of applications.
Before: an underdeveloped visual identity
02
Approach
I began with a comprehensive brand audit and competitive analysis to identify gaps in Coursedog's existing visual identity and opportunities to stand out in the higher education technology market. Guided by these findings, the company's mission, and its existing logo, I developed a new creative direction centered on the concept of Higher Ed's Best Friend.
The concept was built around three core ideas: companionship, unity, and student success. To bring the idea of companionship to life, I created Cassie, an original dog mascot designed to give the brand a recognizable personality and strengthen its connection with audiences. Circular graphic elements reinforced the idea of unity, while playful accents celebrated student achievement.
I brought these elements together through a comprehensive visual system, establishing a distinctive color palette, typography, illustration, iconography, photography, and product imagery. The resulting 45-page brand guidelines provided a cohesive, scalable foundation for expressing the Coursedog brand across digital, marketing, and physical experiences.
Brand Concept
03
The Mascot
To bring Coursedog's Higher Ed's Best Friend concept to life, I designed Cassie, an original brand mascot inspired by the blue dog in the company's existing logo. I developed her character and visual style to embody the brand's personality: supportive, curious, approachable, and down-to-earth.
I created a range of poses and illustrations to make Cassie adaptable across different applications, from website graphics and marketing campaigns to educational storytelling. I also established guidelines for her usage, ensuring she remained visually consistent while working alongside photography, illustrations, and other brand elements.
Cassie became a recognizable character within Coursedog's visual identity, adding personality and warmth while creating new opportunities for storytelling and brand engagement.
04
The Visual System
With the creative direction established, I translated the brand into a comprehensive set of visual standards designed to bring consistency across every touchpoint. I expanded the existing color palette, introduced a more expressive typography system, and defined clear approaches to photography, illustration, iconography, and product imagery.
I also developed a library of graphic elements and established detailed guidelines for how each component should be used, combined, and adapted across different formats. These standards were documented in a 45-page brand guidelines document, replacing the previous single-page guide with a practical resource for both internal teams and external partners.
The result was a more flexible and intentional design system that made it easier to create cohesive brand experiences while leaving room for creativity across campaigns, digital experiences, and physical applications.
05
Brand in Action
With the new identity established, I brought the Variabl brand to life across a range of digital and marketing touchpoints. I designed a new website in Figma, translating the visual system into a cohesive digital experience that reflected the company's evolution and positioned it for its next stage of growth.
To support the rebrand launch, I created social graphics and banners, a launch hype video, and supporting marketing materials, including a customer case study. Each application carried the new identity forward, creating a consistent and recognizable brand experience across channels.
Stylized Platform Graphics
Trade Show Booth
AcOps Magazine
View the project >
Editorial Design • Art Direction
Web Design • Creative Direction • Webflow Management • QA & Launch
Website
Environmental Design • Art Direction
Product Visualization • Art Direction
Cassie Plush
Prototype Design • Vendor Coordination
Video Testimonials
Storyboard Design • Art Direction
06
The AcOps Conference
I led the creative direction and design for the Academic Operations (AcOps) Conference by Coursedog, an annual event bringing together higher education professionals for learning, collaboration, and networking. I developed the event's visual identity and brought it to life across environmental signage, printed materials, presentation decks, event app graphics, and a dedicated website. I also created a promotional hype video and worked closely with the events team to ensure a cohesive experience across every touchpoint.
Beyond the design work, I attended the conference to support on-site execution, engage with customers, and ensure the event ran smoothly.
Hype Video
Event Branding • Storyboard & Video Design • Creative Direction
Web Design • Creative Direction • QA & Launch
Website
07
The Impact
The brand evolution gave Coursedog a more cohesive, recognizable identity, bringing consistency across its website, marketing materials, events, and digital experiences. The expanded visual system and comprehensive brand guidelines established a foundation for future creative work, making it easier to maintain a consistent brand presence across channels.
The introduction of Cassie gave the brand a distinct personality and a versatile character that could connect with audiences across campaigns, merchandise, and events. Together, these efforts helped create a more engaging and approachable brand experience that reflected Coursedog's mission of being higher education's best friend.