As the Creative Director overseeing CircleCI’s global brand, I was excited to champion this strategic brand refresh, and was eager to evolve our brand positioning to align with our developer and engineering audience. Leveraging user research, we identified new brand pillars to construct our brand foundation upon. Using a limited color palette, abstracted pixel shapes and animations that expand upon themselves, we built a robust design system that suggests what is possible with CircleCI: that developers can come together and build something inspiring, at any scale.
Launch of new brand identity and web experience assisted in driving a 10+% increase in organic signups and continued to impact a 16% improvement on signup conversion rates. Check it out at circleci.com.
Additional achievements from this project include the design and implementation of a Figma component system. This system reduces design time by 75%, allowing designers to be iterative and enabling cross-functional teams a self-serve option for edits and templated page creation. The research conducted post-launch identified that our brand impression was positive for 97% of users surveyed, confirming that the brand refresh was effective in engaging and aligning with our target audience.
CircleCI
Global Rebrand Refresh
Creative Director:
Monica Russo-Dunphy
Lead Designer:
Ruby Jazz
Senior Designers:
Birdy Weheeler-Wolowicz,
Toni Cater
CircleCI is the leading continuous integration and delivery platform for software innovation at scale. CircleCI is used by the world’s best engineering teams and developers to radically reduce the time from idea to execution. The company has been recognized as an innovative leader in cloud-native continuous integration by independent research firms and industry awards like the DEVIES, Forbes’ Best Startup Employers of the Year, and Deloitte’s Technology Fast 500™.
