BoxCast Brand Guidelines

The Solution

I joined BoxCast in January of 2021 while they were in a state of rapid growth and transition with an evolving brand identity. BoxCast experienced high demand during the pandemic, helping organizations quickly add live streaming capabilities for what was becoming a new norm of video conferencing, remote work, and virtual events. Growth brought about change, excitement, and new opportunities to evolve and grow the brand from its niche, tech start-up roots into a sophisticated and savvy SaaS offering.

Some of the refreshed brand elements like colors, typography, and messaging had been explored and crafted by creatives on staff. However, these were often limited to small, one-off project efforts. There was clearly an evolution in creative style and direction taking shape along the way. One of the biggest challenges throughout the organization was that nothing had been shared or communicated internally. A few folks in marketing were in the know, but everyone else was mostly in the dark.

I was tasked with project ownership of solidifying the creative refresh efforts, documenting the brand, clearly articulating the vision, and rolling it out to the entire organization before the end of Q2. My direct contributions include a myriad of tasks, assignments, and to-dos along the way. I served as the project manager in laying out the timelines, milestones, due dates, and assignments. I conducted brand research efforts with our leadership team and founders and documented findings. I wrote and drafted much of the copy and language used throughout. I helped with document layout, styling, and formatting too. I organized the content outline, structure, and flow of information throughout the sections. And I also provided final art and creative direction on design and layout decisions. During the company rollout efforts I served as a brand steward and facilitated numerous workshops and Q+A sessions with staff.

This project was a team effort and completed in collaboration with Kevin Cletzer and Sam Robertson for visual design, and Julie Briestensky for copyediting and proofing. Please get in touch directly if you'd like to see the final guidelines document in PDF format.