Built Rebrand
Client: Built
Year: 2023
Role: Graphic Designer
When I joined Built the brand felt as though it had lost it’s way. There was no focus in messaging and consistency was lacking. It was my job to lead a full company rebrand. Define Built’s mission, establish a visual identity that connects with the Built customer and launch a new website.
The old Built:
The Rebrand:
The goal was to establish a clean, modern brand image that would elevate Built’s position against competitors.
Our team decided to simplify the Built logo by removing ‘NEW YORK’. Not to distance the brand from New York, but to encourage the logo to stand strong and create a versatile word-mark that could work for mobile and still keep its integrity on a billboard.
We established a new ton-of voice and direction for our lifestyle images of which I briefed and directed some of the photoshoots.
Icons:
I designed a set of icons to call out the products keep features. These our key assets on the Built website, Amazon store and packaging.
Packaging:
As part of Built’s full rebrand I had to redesign all past packaging and continue to design packaging for all upcoming products. Because a huge portion of my work at Built is on packaging I thought it deserved it’s own section. Check it out HERE!