ELECTRIC

Brand design projects for Electric, an IT company with a mission to revolutionize IT by making it simple, effortless, & lightning-fast for businesses everywhere.

Marketing Manager, Design and Brand / February 2021 - Current

BRAND REFRESH

Photography by Mark Alhadeff

At Electric, I had the opportunity to collaborate with our Creative Team and refresh the company’s core brand with a focus around updating our site. At the beginning of this process, some of the goals we had in mind were to change the site to have a darker tone, remove the rigid grid structure, and revamp our product marketing illustrations, iconography and photo styling to match the monochromatic look and feel.

With these core pillars in mind, we did a full scale website update, converting completely to dark mode. While I had the opportunity to work on redesigning pages of the site, one of my main focuses was to ensure our product images felt cohesive with our new direction. After several rounds of testing and feedback, we decided to style all product images with glass morphism using Figma; a look that seamlessly fits in with our monochromatic look, while adding dimension when layered on our pops of pink and blue.

Techvera, a premier IT support provider based in North Texas, was acquired by Electric in 2021. In order to help them better integrate into Electric’s branding, I was tasked to refresh the company’s logo, homepage and re-design the homepage hero image. Techvera went from heavy red-branded company, to a cool sapphire, closely representing the color that is created when we mix our Electric Blue and Pink together.