A lot of nascent stage companies go through multiple brand identities early on in their lifespan as they figure out who they are. This was true for home mortgage finder Own Up. Though, after the team went through their most recent brand update, they weren’t sure how to express the new identity outside of the new website and onto social. Enter: me and my designer colleague Scherry Van Kirk. We took our client on a two-phase design exploration. We looked at competitors and other DTC accounts for inspiration. Then, we riffed on the existing new brand elements, showing expressions that spanned from mild to wild. Ultimately, we developed a guidelines doc and created original designs based on this strategic work.

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