Brand Style Guide x Blink

Refining and articulating voice and tone in a new brand guide for Blink

Challenge

My first project at Blink was leading the content strategy for a full rebrand of the agency. The core tenets and many brand voice details have remained, even as the visual design of the brand has evolved.

Solution

Blink launched a new website along with my brand guide in October 2019. Since then, I have been the primary authority on its application and the shepherd of its evolution within the organization.

Process

I used the last day of paid time off at my previous job to participate in a brand workshop at Blink, where the project team met and collaborated with the leadership team for the first time on a vision for the rebrand. I incorporated insights from stakeholder interviews, user interviews with Blink customers and, later, feedback from user research on comps to create all new key messaging architecture, website content, and brand guidelines.