As Quillbot expanded beyond writing into design, we needed a brand that could grow with the product. I helped shape the new identity with our agency, then led its rollout across marketing.
Role:
Brand Design Manager | Creative Direction | Agency Partnership | Cross-Functional Leadership
I led the marketing rollout, managing three brand designers and coordinating teams to turn the agency identity into a system that could work at scale.
Impact:
550+ pages updated | 195 emails redesigned | 300 + brand images indexed
Key Collaborators:
Brand Director: Cameron Leel
Design: Kurppa Hosk, Varsha Saravanan, Sneha Agrawal, Ashish Ingle
Evolving the
brand for a bigger ambition
Quillbot was evolving beyond writing into a broader creative platform, introducing design tools and competing with brands like Canva and Gamma. Our visual identity needed to evolve with the product. We needed to feel credible to a more design-literate audience while building an identity distinctive enough to stand apart in an increasingly crowded category of AI-powered creative platforms.
Building alignment across
a global organization
A new identity only works if the organization understands and believes in it. I became one of the primary internal advocates for the rebrand, presenting its evolution, explaining the thinking behind key decisions, gathering feedback, and keeping stakeholders aligned as the work progressed.
With teams distributed across four continents and a large suite of products managed by different cross-functional groups, a rebrand required coordination far beyond the Brand team. I helped build alignment across marketing and key product touchpoints creating shared context and clear systems so teams could adopt the new brand consistently.
Making the Rebrand Real
The agency delivered the foundation. Our job was to turn it into a working system. I led the marketing rollout across 550+ pages, lifecycle, and performance creative, while building guidelines, templates, workflows, and AI-enabled resources that helped teams apply the system consistently at scale. Together with our cross-functional partners, we updated and republished 550+ pages, redesigned 195 emails, and built a library of 300+ on brand stock images, transforming a style guide into a brand people could actually use at scale.
