Company ········· Brex
Creative Lead ........ Heather Hale
Agency Partner ········· Studio Freight
3D Animation ········· Bruno Nogueira
2D Animation ········· Josephine Lwin, Latham Arnott
Project······ Brand at Brex
Creative Lead ........ Heather Hale
Agency Partner ········· Studio Freight
3D Animation ········· Bruno Nogueira
2D Animation ········· Josephine Lwin, Latham Arnott
Project······ Brand at Brex
Brex
Brex is a financial tech startup, building a first-of-its-kind solution to integrate financial services and software for growing companies. While they build the future, Brex is committed to building everything they need to launch confidently, scale smarter, and reach their full potential.
In March of 2024, Brex completely restructured the way we do work by implementing Brex 3.0 - a design led and customer obsessed strategic approach to building. As part of this new approach, I led the Brand design team through a Brand edit in collaboration with Studio Freight.
After a deep competitive analysis + audit of assets, we aligned on an archetype and brand principles. This served as our foundation and we were able to confidently make deicisons from there.
After establishing key elements, we began to build asset libraries and apply to OOH and corporate events.
Brex is a financial tech startup, building a first-of-its-kind solution to integrate financial services and software for growing companies. While they build the future, Brex is committed to building everything they need to launch confidently, scale smarter, and reach their full potential.
In March of 2024, Brex completely restructured the way we do work by implementing Brex 3.0 - a design led and customer obsessed strategic approach to building. As part of this new approach, I led the Brand design team through a Brand edit in collaboration with Studio Freight.
After a deep competitive analysis + audit of assets, we aligned on an archetype and brand principles. This served as our foundation and we were able to confidently make deicisons from there.
After establishing key elements, we began to build asset libraries and apply to OOH and corporate events.
Client ········· Columbia Theological Seminary
Lead Design ........ Heather Hale
Design ········· Alyssa Upp
Developer ······ Jason Cyr
Agency······ Metaleap Creative
Lead Design ........ Heather Hale
Design ········· Alyssa Upp
Developer ······ Jason Cyr
Agency······ Metaleap Creative
Columbia Theological Seminary
The admissions office initially came to us wanting a fresh campaign that would send a bold message of inclusion and belonging to individuals who were otherwise not welcome to serve as leaders in the church.
After working together to achieve the right message, imagery and overall look and feel, we began building out a microsite for the campaign.
CTS already has a pretty robust website with a more academic/administrative design and function. The challenge was to create an experience for users that would not cause disruption or confusion when navigating back and forth between the two sites. We achieved this by using their current logo, but shifting it to black, making it an extension of the main brand. We also made sure that there were multiple ways to get navigate back to the main site, while keeping in mind the natural behaviors and expectations users have when navigating back to “home”.
The admissions office initially came to us wanting a fresh campaign that would send a bold message of inclusion and belonging to individuals who were otherwise not welcome to serve as leaders in the church.
After working together to achieve the right message, imagery and overall look and feel, we began building out a microsite for the campaign.
CTS already has a pretty robust website with a more academic/administrative design and function. The challenge was to create an experience for users that would not cause disruption or confusion when navigating back and forth between the two sites. We achieved this by using their current logo, but shifting it to black, making it an extension of the main brand. We also made sure that there were multiple ways to get navigate back to the main site, while keeping in mind the natural behaviors and expectations users have when navigating back to “home”.
Client ········· Dwell Bible App
Design ········· Heather Hale
Creative Director ······ José Reyes
Agency ······· Metaleap Creative
Design ········· Heather Hale
Creative Director ······ José Reyes
Agency ······· Metaleap Creative
Dwell Bible App
Dwell exists to help people be formed into the likeness of Christ by making ancient practices accessible to the modern world, rooting technology in Tradition.
When Dwell came to us, the app had a generic tech look + feel. We were tasked with taking the brand from DIGITAL to TACTILE, ORDINARY to SOULFUL, GENERIC to UNIQUE.
Dwell 1.0 mimicked a music app. All content was experienced in the same player and connected to a unique piece of art in a square format. This quickly led to a VERY cluttered and confused experience. The desire was for the app to be a place of calm. Less like a music app and more like a meditation app.
We knew early on that one of the biggest problems to tackle was imagery. We worked together to create a hierarchical system that would allow art to be used as a guide and less like a collection of record album covers. The use of typography, color gradients and simple collage were a few ways we were able to visually streamline the experience for Dwell users.
Dwell exists to help people be formed into the likeness of Christ by making ancient practices accessible to the modern world, rooting technology in Tradition.
When Dwell came to us, the app had a generic tech look + feel. We were tasked with taking the brand from DIGITAL to TACTILE, ORDINARY to SOULFUL, GENERIC to UNIQUE.
Dwell 1.0 mimicked a music app. All content was experienced in the same player and connected to a unique piece of art in a square format. This quickly led to a VERY cluttered and confused experience. The desire was for the app to be a place of calm. Less like a music app and more like a meditation app.
We knew early on that one of the biggest problems to tackle was imagery. We worked together to create a hierarchical system that would allow art to be used as a guide and less like a collection of record album covers. The use of typography, color gradients and simple collage were a few ways we were able to visually streamline the experience for Dwell users.
Client ········· Marie Forleo
Art Director ······ Heather Hale
Photographer ······· Chelsea Francis
Art Director ······ Heather Hale
Photographer ······· Chelsea Francis
Everything is Figureoutable Book Photo Shoot
Client ········· Marie Forleo International
Design ········· Heather Hale
Photography ......Jenny Anderson
Art Direction ......Heather Hale
Creative Direction ······ Geáda Ford
Design ········· Heather Hale
Photography ......Jenny Anderson
Art Direction ......Heather Hale
Creative Direction ······ Geáda Ford
marieforleo.com
This was a concept for a refresh to the homepage and blog pages. We wanted to create a design that introduced Marie as “artist” and separated her from the copy cats. We wanted to strike a balance between femininity and power. We wanted to create more fluidity between the homepage and the valuable content that was being shared weekly.
This was a concept for a refresh to the homepage and blog pages. We wanted to create a design that introduced Marie as “artist” and separated her from the copy cats. We wanted to strike a balance between femininity and power. We wanted to create more fluidity between the homepage and the valuable content that was being shared weekly.
