I was responsible for leading and creating Truework's brand refresh in preparation for the upcoming revamp of our website. I aimed to ensure that the brand reflected our new positioning as a Series C startup focusing on Enterprise clients. I wanted the branding to feel familiar, yet fresh, by incorporating some current design trends without being too cutting edge that it would alienate users. To achieve this, I rethought all visuals, moving away from our Corporate Memphis illustration style by using actual portraits to depict people and keeping vector illustrations for everything else. Additionally, I included a brand spectrum for our work, which allows for individual expression and creativity depending on the channel it is for. This brand refresh lays a new foundation for Truework's brand, enabling us to explore and adapt to future market conditions with fluidity.