The Challenge
Filed was building an AI-powered Facebook marketing platform for a competitive, sceptical market. The product was technically sophisticated, but the existing brand didn’t reflect that—it felt generic and failed to communicate what made the platform different.
The brief: create a brand identity and website that could establish credibility with experienced marketers while remaining accessible to smaller businesses new to paid social.
My Role
I led brand strategy and creative direction from initial brief through to launch.
From that foundation, I defined the creative direction and developed brand concepts that balanced technical credibility with approachability. I presented strategic options to the directors, refined based on feedback, and locked in an identity system that could scale.
I then oversaw the website design and build, ensuring brand and product experience worked as one—from messaging hierarchy to interaction design to visual consistency.
