A mission-driven HR agency that provides back-office services to education organizations
Brand Development
Brand Strategy
Graphic Design
Content Design
Social Media
Figma
Canva
Adobe Illustrator
Adobe Photoshop
Modernize the brand, ensure consistency across all touchpoints, and rally internal teams around a cohesive new vision.
9Dot, a human resources solutions company, was undergoing a strategic shift and needed a refreshed brand identity that reflected its growth, culture, and evolving service offerings. It’s logo and content style were dated and did not reflect the changing needs of the HR market.
The original 9Dot brand felt dated and lacked the vibrancy and character needed to reflect the company’s evolving mission and culture.
The refreshed 9Dot brand is bold, modern, and full of personality. It reflects the organization’s values, team culture, and forward-thinking mission. With a cohesive visual system, vibrant color palette, and refined voice, the new identity resonates more deeply with both internal teams and external audiences—bringing energy, clarity, and consistency to every touchpoint.
Working cross-functionally with a third-party designer and developer, I led the strategic rollout of 9Dot’s rebrand. This included:
1. Brand Implementation: Partnered with a design agency to define updated visual guidelines, voice, and messaging. Oversaw the seamless application of the refreshed identity across all materials.
2. Website Relaunch: Collaborated with an external developer to completely revamp the website—from updated wireframes to final copy—improving usability, visual appeal, and SEO.
3. Internal Brand Activation: Conducted an all-staff brand training (including C-suite) to drive alignment and excitement. Developed internal brand decks, updated slide templates, and launch materials.
4. Swag & Launch: Designed and distributed new company swag and hosted a brand launch party to engage employees and celebrate the transformation.
Logo Development & Team Alignment
The logo development process was a key step in the rebrand. Our CEO collaborated directly with the designer, often seeking my input on creative direction and brand cohesion. Although I initially advocated for a single brand color to ensure consistency, I strategically facilitated a team-driven approach by supporting the CEO’s decision to present five logo variations for the team. I then created a comprehensive brand guide that standardized usage across the organization while allowing team members to adopt personalized color options. This not only streamlined implementation but also increased team buy-in and excitement around the new brand identity.
Brand Guidelines & Team Training
Recognizing that most team members had limited experience with marketing or branding, I developed clear, accessible brand guidelines designed to resonate with a non-marketing audience. I led an internal brand training to walk the team — including C-suite — through the core principles of branding, why consistency matters, and how they could apply the new guidelines in their day-to-day work. This helped build brand literacy across the company and ensured smoother adoption of the rebrand.
Website Redesign and Navigating Stakeholder Vision
After finalizing the new logo, we shifted focus to redesigning the website. A key stakeholder request was to feature “9 dots” on the homepage—each representing a different service line. Although the idea was still being refined internally, the leadership team was adamant about including it as a symbolic and structural element of the site.
From a UX/UI standpoint, I initially pushed for a more human-centered design approach, advocating for visuals that showcased our work and better engaged users. However, in balancing creative best practices with internal buy-in, I respected their vision and adapted the design accordingly. I incorporated the 9-dot concept by making each dot a direct gateway to individual service pages, aligning the design with both functional navigation and symbolic storytelling. I then developed the initial site layout and worked closely with a developer to bring the vision to life in a clean, intuitive, and brand-aligned format.
To further support 9Dot’s refreshed brand and deepen ongoing engagement with clients and prospects, I launched and led the development of The Nine — a monthly newsletter designed to strengthen the company’s thought leadership and SEO presence in the HR space.
The newsletter served as a key content marketing initiative, offering curated insights, updates on 9Dot’s services, client success stories, and timely HR resources. I was responsible for naming the newsletter, developing the editorial calendar, writing and editing copy, and ensuring alignment with the brand’s new voice and tone.
As part of the 9Dot rebrand, we developed a comprehensive social media strategy to reflect the organization’s renewed mission, visual identity, and voice. Our goal was to build brand awareness, engage our educational community, and position 9Dot as a thought leader in educational HR solutions.
One of the most exciting projects was rolling out the new 9Dot brand at the largest charter school conference in California. Previously seen as a “stuffy” brand, we were energized by the opportunity to present a fresh, bold identity.
To shift the perception of HR as boring or overly formal, I implemented a comprehensive brand voice that was vibrant, energetic, and human-centered.From messaging to visuals, I ensured every touchpoint at the conference reflected this transformation.
I helped design everything from branded napkins for the sponsored happy hour, to the booth backdrops, brochures, interest sheets, and stickers—creating a cohesive and memorable brand experience that reflected 9Dot’s new identity.
Collaboration with Sales and Partner Management
I was a key partner in the Sales team. Along with designing and producing all creative assets, I managed all aspects of trade show execution, including coordinating with partners, agencies, vendors, and printers. I served as the key creative and strategic support for the sales team by developing presentation decks, business proposals, and marketing materials for conferences and client pitches.
Brand Transformation: The refreshed 9Dot brand successfully shifted perceptions both internally and externally, replacing the outdated “stuffy” image with a bold, energetic, and modern identity that resonates strongly with employees and clients alike.
Internal Alignment and Engagement: The comprehensive brand training and accessible guidelines significantly improved brand literacy and enthusiasm across teams, including leadership, resulting in more consistent and confident brand application company-wide.
Website Relaunch Impact: The redesigned website, integrating the “9 dots” concept as a functional and symbolic navigation tool, improved user experience, visual appeal, and SEO performance, contributing to increased web traffic and stronger lead engagement.
Successful Market Rollout: The brand launch at a major industry conference generated positive buzz and elevated 9Dot’s profile, helping reposition the company as an innovative HR solutions provider and opening doors for new business opportunities.
Ongoing Brand Education: Maintain regular internal brand education sessions and workshops to reinforce brand consistency, especially as new employees onboard or services evolve.
Continuous Website Optimization: Monitor website analytics closely and iterate on UX/UI elements to ensure the site remains user-friendly and aligned with evolving user needs and market trends.
Expand Market Activation: Leverage the successful conference rollout by planning additional brand activations in key industry events and digital channels to sustain momentum and expand reach.
Feedback Loops: Establish structured feedback channels with internal teams and clients to gather insights on brand perception and areas for improvement, ensuring the brand stays relevant and impactful.
Visual Flexibility with Guidelines: Continue to allow some controlled flexibility in brand colors and visuals, as this approach has proven effective for team engagement, but regularly review to prevent dilution of brand identity.
The 9Dot rebrand marked a pivotal moment in the company’s evolution, transforming its image from dated and traditional to vibrant, modern, and aligned with its forward-thinking mission.
Through strategic collaboration, thoughtful design, and comprehensive internal activation, the refreshed brand not only elevated external perception but also unified the team around a shared vision.
Navigating differing opinions and occasional resistance from leadership required patience and diplomacy, especially when it came to balancing creative best practices with their strong vision. While at times it was difficult to align fully, I understood the critical importance of maintaining consistent branding to ensure a cohesive and impactful identity.
By fostering open communication and finding compromises—like allowing flexible brand colors within a standardized framework—we were able to build both team buy-in and brand integrity.
Ultimately, this experience reinforced that successful branding is not just about visuals but about collaboration, adaptability, and shared commitment to a clear, unified vision.
