FullContact Brand Evolution

An identity refresh created to scale with the company’s growth, connect with new audiences, and reinforce clarity at every touchpoint.

The Challenge: As FullContact entered a new phase of growth, the brand needed to better reflect the company’s evolution. With a broader product offering, new audiences to engage, and an increasingly competitive landscape, it was the right moment to refresh the identity. The goal was to modernize the brand, clarify our positioning, and build a system flexible enough to support future growth across all channels.

The Solution: A refreshed brand identity that positioned FullContact as a more modern, credible, and scalable brand. By developing a new system to meet the needs of a growing company, the brand was able to support a clearer product story, connect with new audiences, and show up consistently across every channel. The updated design system gave teams the flexibility to scale quickly, while maintaining a strong, cohesive look and feel.

This work helped elevate how the brand was perceived—bringing clarity, confidence, and structure to every touchpoint, from the website and sales materials to content, campaigns, and internal tools.

The Process: The rebrand began with a strategic exploration of FullContact’s mission, values, and audience expectations. I worked closely with leadership to define the brand’s core attributes and visual direction, setting the foundation for a system that would reflect where the company was headed.

Once the direction was established, I focused on building a scalable system that could support the brand across digital, print, and environmental applications. This included developing detailed brand guidelines, selecting color palettes and typography, and creating templates to support internal teams and external partners. Throughout the process, I collaborated with stakeholders to ensure alignment and consistency across every touchpoint.

My Impact: I served as the creative lead for the rebrand, managing the project from strategy through execution and rollout. I collaborated closely with stakeholders and cross-functional teams to align the visual direction with business goals, and built scalable systems that supported consistency across every customer touchpoint. I also developed documentation and internal resources to streamline the rollout and ensure the brand could be maintained and expanded over time.

Following the initial launch, the brand system continued to grow—supporting new product pages, interactive modules, lead generation campaigns, and a brand essence video. The foundation I built allowed the identity to evolve without losing clarity or cohesion.

The Results: The updated brand strengthened FullContact’s position in the market and created alignment across teams. It improved the consistency of external communications, made it easier for teams to scale content, and brought a more modern, sophisticated, and upleveled presence to every channel. Years later, the system continues to support new launches and evolving messaging without requiring constant reinvention.