Art Direction + Branding
Software Product Rebranding
At SmartBear, we faced a challenge common to growing software companies: product sprawl. With over 20 individual software products, customers were overwhelmed by the number of choices and unsure of which tools to use at various stages of their development lifecycle. Our solution was to consolidate these tools into three clear, intuitive categories — API Hub, Test Hub, and Insight Hub — each addressing a critical phase of software development. This strategic reorganization made it easier for developers to identify the right solution, reduced confusion, and communicated a more unified vision of our product suite.
To reinforce this new structure, we transformed standalone products into features within each hub and created cohesive visual identities to match. The new logos for each hub are bold and purposeful: the green “A” for API Hub conveys creation and connectivity (powered by Swagger), the blue “T” for Test Hub evokes trust and verification with a checkmark overlay, and the purple “I” for Insight Hub suggests depth and discovery. The circular design and interlocking animations between the hubs visually reinforce an integrated, end-to-end experience, helping customers understand the continuous, connected nature of our offering — from design to test to insight.
Corporate Rebrand:
After 25 years, the continuing medical education company's corporate identity needed a face lift. An evolving marketplace, along with an expansive shift on how attendees consumed their education, necessitated a change. This "book" logo was chosen not only because of the traditional implications, but because it could be adapted to suit the needs of its growing portfolio options while keeping the corporate brand visible. Evolved versions include a speaker's podium, a computer, and a monograph.
Construction Company Brand:
"We want to go big!" That was what the founders wanted. The visual identity for West Meadows Construction was designed to feel bold, dependable, and built to last. A strong blue palette reinforces trust and stability, while dimensional block elements reference the physical nature of construction and subtly suggest a skyline of completed work. High-contrast logo treatments ensure clarity and impact, and the repeating logo was used as a graphic texture to echo architectural form, which created an identity that feels substantial, confident, and memorable in hand.
AIBD Conference:
Art direction for an annual live conference rebrand. The event needed to transition from a national brand into a global one. Keeping in line with the industry space in which this event exists, I introduced an easy to use acronym, and streamlined the graphics and logo into a stronger visual presence that could easily accommodate the disparate marketing elements that would be needed for upcoming years.