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. But 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, we designed the website to feel airy, high-tech, and interesting — energetic without being in-your-face. I built out brand guidelines to match — color, typography, graphic elements, photo treatment — designed to flex as fast as the product itself changes. The site is the first step; a fuller brand update follows once it’s live.
03 / System
A style guide built to be used, not admired.
Colors, type scale, buttons, iconography, and decorative patterns — 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.
