Role:
Creative Director
Spiff
Building a bold, playful identity for a growing SaaS brand.
Scope:
Brand Strategy, Visual Identity, Art Direction, Website Design, Marketing Design
Overview:
I led Spiff's visual rebrand, developing a cohesive identity to support the company's rapid growth. The new brand helped position Spiff through a period of significant expansion, including its Series C funding and eventual acquisition by Salesforce.
01
The Challenge
When I joined Spiff, the company was growing quickly, but its visual identity hadn't evolved alongside the business. While the brand had recognizable elements, there was no cohesive system guiding how they were used across the website and marketing materials.
Inconsistent typography, illustration styles, photography, and graphic treatments created a fragmented visual experience, making it difficult to establish a distinct and recognizable brand.
The challenge was to bring consistency and clarity to Spiff's visual identity while preserving what made the brand unique, creating a scalable foundation that could support its continued growth.
Before: inconsistent visual language
02
The Approach
Starting with a brand audit, competitive research, and brand discovery, I developed and presented multiple creative directions to leadership. Building on the existing logo, I led the development of a cohesive visual identity and scalable brand system.
The creative direction was inspired by Spiff's belief that people are happiest when they're motivated and successful. Bright colors, playful photography, and hand-drawn accents brought energy and personality to the identity, reflecting the company's focus on delighting its customers.
To balance that playfulness with the precision of Spiff's platform, I introduced geometric shapes that conveyed accuracy and structure. These shapes could be combined into distinctive patterns, reflecting the flexibility and customization of Spiff's solutions.
03
Brand in Action
The new visual identity extended across Spiff's website, video content, digital campaigns, and marketing materials. From ebooks and social graphics to motion and web design, each touchpoint reinforced a consistent, recognizable brand experience.
As Creative Director, I led the art direction and hands-on design execution, collaborating with and mentoring a junior designer to ensure consistency across channels.
Buyer’s Guide Ebook
Hype video
Storyboarding • Creative Direction
Website
Storyboarding • Creative Direction
Web Design • Creative Direction • QA & Launch
Social graphics
Social Design • Art Direction
Mobile App Hype Video
Holiday Video
Creative Concept • Art Direction • Logistics & Coordination
Editorial Design • Art Direction
04
The Impact
The rebrand established a cohesive, recognizable visual identity that brought consistency across Spiff's website, marketing, and digital experiences. The new brand system provided a scalable foundation to support the company's continued growth.
The redesigned website saw a significant improvement in conversion performance, with conversion rates increasing from 0.43% to 2.76%. During this period, Spiff ranked #23 on the 2023 Inc. 5000 list, recognizing 12,342% revenue growth over three years. Spiff went on to raise $50 million in Series C funding and was eventually acquired by Salesforce.
+540%
Website conversion rate
Increased from 0.43% to 2.76%
$50M
Series C funding
Raised during Spiff's growth