Every Company Makes A Promise To Themselves
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When I was introduced to Fresh Coat they hadn't fully defined their brand voice yet. Making the job of putting a visual design system together more difficult. But it was also refreshing in a way to start with a few graphics and really discover what the brand was, and who they wanted to be.
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The Challenge
“How do you define the look and feel of a growing brand without changing its identity?”
Fresh Coat entered the project with established brand elements, but without a cohesive design system to unify its digital and marketing experiences. The challenge was to transform those individual pieces into a recognizable visual language.
Role
Design Manager
Team
Creative, Marketing Strategy
Tools
Adobe Creative Suite, Canva, Figma, Hubspot
Shipped
AI Campaign, Refreshed Site Design, Social Templates
Explore Works
View the official Fresh Coat Franchise site I redesigned.
Credibility
01
How Does a Brand Find Its Visual Language?
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Design Decision
Establish a visual language that transforms existing brand elements into a cohesive, recognizable experience.
Evidence
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Established consistent layout principles across digital experiences.
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Defined spacing, composition, and hierarchy beyond the existing brand guidelines.
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Built reusable design patterns that could scale across future marketing assets.
Impact
The resulting system created a consistent Fresh Coat identity across digital and marketing touchpoints.
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Design Decision
Apply the visual system to create intuitive digital experiences with clearer hierarchy and customer pathways.
Evidence
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Homepage layouts prioritized clear customer pathways.
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Landing pages balanced storytelling with action.
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Content hierarchy reduced friction throughout the browsing experience.
Impact
The redesigned experience created clearer pathways through key franchise information while maintaining a consistent visual system.
02
Translation
How Does Design Guide The Customer?
03
Experience
How Does A Brand Stay Relevant?
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Design Decision
Frame emerging trends through the lens of the brand's core values to strengthen long-term relevance.
Evidence
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Timely campaigns reinforced brand relevance.
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Educational content positioned Fresh Coat as a knowledgeable industry resource.
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Consistent messaging preserved brand identity.
Impact
Fresh Coat could respond to emerging industry topics while maintaining a consistent brand identity.
The Process
How A Brand Found Its Identity
A consistent identity can't be created through one deliverable. It has to be shaped by understanding the brand, defining a visual language, and applying it consistently across every customer touch point.
Audit
Existing Identity
Explore
Visual Direction
Systemize
Design Language
Extend
Across Touchpoints
Optimize
Performance & UX
The Impact
Design That Performs
52
99
Performance
Why Fresh Coat Lighthouse Score
56
98
Performance
Business Model Lighthouse Score
56
96
Performance
Process
Lighthouse Score
Consistency
One Visual Language
Created a recognizable visual language carried consistently across web, social, campaigns, and print.
Experience
Built For The User
Reduced friction across key digital experiences through clearer hierarchy, responsive layouts, and faster asset delivery.
Relevance
Painting In An Ai World
Turned a changing cultural conversation into a campaign reinforcing the continued value of professional painting.
Takeaway
“A brand isn't defined by its guidelines.
It's defined by how consistently people experience it.”
Fresh Coat taught me that establishing an identity isn’t about creating one perfect asset. It’s about building a visual language that stays recognizable across every touchpoint.