As part of a company-wide refresh, I led the rebrand of ParcelLab after a previous direction had missed the mark. I began with brand discovery workshops, first with the marketing team and then with the CMO, to align strategy with creative direction. In just two weeks, I led a design sprint with a junior designer, delivering a bold identity that balanced credibility, maturity, and a challenger edge.

I then briefed and directed an external agency on the website redesign, overseeing wireframes and the application of our new visual style. Internally, we created over 500 assets, including product visuals, video, and motion graphics, to support the launch. Over the next four months, I expanded the system across social media, events, and other brand applications.

Here’s a selection of work from the project.