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Every Company Makes A Promise To Themselves
When I was introduced to Fresh Coat they were two years deep and still hadn’t found their core identity. Making the job of putting a visual design system together tougher. But it was also refreshing in a way to start with nothing 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.
Digital Marketing Specialist
Role
Creative, Marketing Strategy
Team
Adobe Creative Suite, Canva, Figma, Hubspot
Tools
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?
02
Translation
How Does Design Guide The Customer?
03
Experience
How Does A Brand Stay Relevant?
Impact
The redesigned experience created clearer pathways through key franchise information while maintaining a consistent visual system.
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.
Design Decision
Apply the visual system to create intuitive digital experiences with clearer hierarchy and customer pathways.
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.
Design Decision
Frame emerging trends through the lens of the brand's core values to strengthen long-term relevance.
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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.
Define
Brand Foundation
Explore
Industry & Audience
Establish
Design System
Apply
Every Touchpoint
Refine
Performance & Feedback
The Results
7
Website Pages Designed
20+
PR Articles Created
3
Brand Campaigns
99
Google Lighthouse Score
“Every touch point should feel like it belongs to the same conversation.”
Working with Fresh Coat showed me that strong brands are created by repeatable design systems. Establishing a cohesive visual language across web, print, and marketing made every new touch point feel intentional while giving the brand room to evolve without sacrificing consistency.