Case Study · Pathify
Building a brand system flexible enough to keep up with the product.
Brand evolution, visual systems, and web design for an ed-tech platform whose product changes faster than most style guides can keep up with.
01 / Project
Hired to help execute a rebrand, then asked to lead one.
I joined Pathify as a Junior Designer specifically to help execute a company-wide rebrand — new logo, new colors, a fresh visual identity — which we fully rolled out. Months later, following a personnel change on the marketing team, I stepped into a bigger role. I’m now the sole in-house designer leading the brand’s next evolution — working alongside a project manager and a small cross-functional team to bring it to life.
02 / Approach
Giving a bold palette room to breathe.
The original rebrand was built to bring energy and fun to the brand: bright, bold colors meant to feel lively. Without neutrals to anchor them, it became a lot of competing brights that didn’t always print well or hold together across touchpoints. After executive feedback about toning things down, I rebuilt the guidelines: airy, high-tech, and energetic without being in-your-face.
Before (2025)
Electric blue, magenta, and cyan over layered illustration. Vivid on screen, unreliable in print.
After (2026)
Deep navy anchors the palette. Lime is saved for emphasis. The pattern comes from the logo mark.
Adapted one visual system to work in both print and digital.
The first palette performed well digitally, but was hopeless with print collateral. Focusing on the deep navy and a soft lavender with violet and lime accents maintained Pathify’s energetic vibe, but also increased it’s professionalism and versatility.
The mark became the pattern
This pattern was also used in the 2025 branding, but I wanted to make it the main visual texture. The pattern that is unmistakably Pathify and simple to reproduce in print and on screen.
Simpler visuals
The product changes constantly, so detailed illustration was a maintenance burden. Simplified graphics adapt as fast as the product does.
03 / System
A style guide built to be used, not admired.
Colors, typography, decorative patterns, photo treatments, and logo iterations — documented so anyone on the team could build something on-brand without asking me first. This version is a placeholder for the current guidelines, refreshed as the palette and system keep evolving.
04 / In Practice
The system, applied everywhere the brand shows up.
The website redesign — Figma mockups, feedback rounds with the team, then hand-implementation in WordPress for anything simple, with a freelance developer for the rest. Beyond the site: event materials like table signage and booth design, one-pagers and slide decks for sales and marketing, the semi-annual print magazine handed, product roadmap graphics, and paid campaign creative.
