BRAND JOURNEY
ThinkHR
In the next phase of the brand journey, HR AnswerLink and Mammoth merged with ThinkHR, a Pleasanton-based SaaS company offering similar products and services.
ThinkHR served both B2B and B2B2C markets, including insurance and broker industries. During a challenging merger, our creative director and marketing manager departed, bringing uncertainty to my role. However, I quickly gained a new manager, colleagues, and more responsibilities, transforming my position as the sole designer for both Mammoth and ThinkHR brands. Harmonizing creativity for both brands was crucial to establishing equality and familiarity within our team and industry partners. My expanded role included creating and managing marketing collateral, communications, landing pages, product branding, social media, and digital advertising. As we move forward, we will enter the final stage of our brand journey - the consolidation, rebranding, and emergence of a unified entity, Mineral.
PROJECT
Eye-catching imagery
Collection of diverse image compositions spanning from 2019 - 2021
Following the merger of Mammoth and ThinkHR, my role of crafting visually engaging imagery for our blog continued. The shift occurred as both brands transitioned from a fun, illustrative approach to a more polished, professional aesthetic. Despite this change, opportunities persisted to showcase content creatively and captivate our audience.
PROJECT
Check the report
Selection of customer and industry value reports spanning from 2019 to 2020
Like ThinkHR's data visualization, I was responsible for creating and maintaining valuable report assets and templates. The reports, known as CVRs (Customer Value Reports) and IVRs (Industry Value Reports), were designed to showcase the value of ThinkHR to the brand's partners, clients, and their respective industries. The examples here reflect direct reports for partner, Namely, and white-labeled report content for the Alera Group.
PROJECT
Thinking about data-visualization
Assortment of diverse charts and diagrams spanning from 2019 to 2020
At the beginning of the merger between Mammoth and ThinkHR, I was assigned the responsibility of familiarizing myself with ThinkHR's current brand. Subsequently, I was given the role of developing and enhancing data visualizations for the brand as we transition towards integrating it with Mammoth. With prior experience in data visualization, I welcomed this challenge wholeheartedly.
PROJECT
A good study
Selection of case studies spanning from 2019 - 2020
Creating and managing partner case study assets involved maintaining the established aesthetic. I guided design contractors and junior designers through this process. The two case study examples demonstrate a soft brand update - shifting from dark, heavy colors to a cleaner, lighter look. This transition maintained the ThinkHR brand's primary colors while achieving a fresh appearance.
PROJECT
Frequent flyers
Collection of content and marketing flyers spanning from 2019 to 2021
Like to data visualization and report assets, the creation of templates and content marketing flyers played a vital role in the ThinkHR brand. As we aimed to merge Mammoth and ThinkHR, I oversaw the creation process, collaborating with design contractors and junior designers to ensure brand consistency. I also provided guidance on design changes as the two brands merged seamlessly.
PROJECT
Powered by co-branding
Co-branded guidelines developed in 2020
Before the merger of Mammoth and ThinkHR, both companies operated information platforms within their SAAS models. Following their union, strategic planning led to the consolidation of both brand platforms into a unified SAAS product. To facilitate a clear understanding for partners and clients of the combined Mammoth and ThinkHR entities, a streamlined branding approach was necessary. Subsequently, I was entrusted by the revenue and product teams to craft a lockup design that would serve this purpose. In addition to developing the lockup, I formulated a concise brand guide for partners and clients to reference when utilizing the lockup.
PROJECT
Brand unification
Blended brand guide developed in 2020
The blended brand guide for Mammoth and ThinkHR aimed to connect the two brands and create a cohesive look and feel for clients and partners. As the sole creative designer familiar with Mammoth and without a creative or art director, I worked closely with executive leadership and corporate marketing teams from both companies to develop and present this guide. It served as a reference for the company, including design contractors, junior designers, and myself, involved in various in-house design projects.
PROJECT
Clicking-through
Series of email, display and social media banner advertisements spanning from 2019 to 2021
After the merger of Mammoth and ThinkHR, marketing content was streamlined into a single channel. As the only designer without a creative director, I led initiatives with the growth marketing team to maintain a cohesive visual identity throughout our content. This initiative began with our eBooks, guides, and webinars, and expanded to our digital and organic advertising campaigns focused on content promotion.
PROJECT
Think eBooks
Collection of eBooks spanning from 2020 to 2021
Assigned to collaborate closely with the growth marketing team, I already had a good grasp of eBooks. Our objective was to convert their written content into eBook formats that mirrored a consistent style, incorporating the updated colors and illustrations of the unified Mammoth and ThinkHR brand. My responsibilities in crafting the eBooks included page layout, developing custom illustrations from concept to final product, and overseeing design contractors and junior designers throughout the eBook creation process.
PROJECT
Developing print ads
Collection of print advertisements ranging from 2019 to 2020
The merger of Mammoth and ThinkHR opened new opportunities for designing print advertisements. The ads were predominantly full-page, with a few half-page ads tailored for smaller publications. The messaging focused on promoting Mammoth partnerships and introducing the combined entity of Mammoth and ThinkHR. These print ads targeted Professional Employer Organizations (PEOs) and were featured in PEO Insider.
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