Pixo Brand
A new look and feel for a longstanding company.
ROLE
brand strategy, creative direction & concepting, copywriting
OVERVIEW
Under new ownership and ready to grow, the software company Pixo, founded in 1998, was in need of a brand refresh. I led the research, strategy, and design process to articulate its unique position as a woman-led tech team that puts people first.
BUILDING CONSENSUS + DEFINING STRATEGY
The limited budget and wide-ranging stakeholder opinions called for a scrappy approach. The research process included interviews, a messaging card sort, and interactive games to get people talking. Through these activities, I led the group from research to concept to build consensus and develop a strategy that’s right for Pixo.
CREATING THE BRAND
Based on the research, I guided the in-house creative staff to produce messaging and a visual identity. The approachable voice, fluid shapes, and custom “Pixonaut” icons create a personality that is collaborative, joyful, and curious.
