REBRAND CAMPAIGN
Blueshift, 2023-2024

Blueshift.com is a customer engagement and marketing automation platform that uses AI-powered tools to help businesses engage customers across channels like email, mobile, web, and social media.

As the Blueshift’s Design Manger, I spearheaded and executed the rebrand campaign, and I art-directed a third-party web development team to achieve a UX/UI experience on the website that was seamless and pleasant to use.

Assets created: rebuild of design system in Figma, brand guidebook, visual updates across website, external pitch decks, a 200+ page internal master deck, revised ebooks and one-pagers, revised video assets
Utilized skills: brand and identity, digital design, print design, multiple page layout, color theory, cross-functional collaboration, brand implementation, vendor management, art direction, video production
Tools + software: Figma, Adobe Illustrator, Photoshop, After Effects, and Premier Pro

Intro animation created in Adobe After Effects, 2025

← BACK

BEFORE

Here are some examples of Blueshift’s look and feel when I came aboard. The overall feedback about this branding was that it was outdated, vague in visual hierarchy, and that it seemed to be drowning in a sea of dark stale, corporate blue.

black and white portrait of a man smiling and looking at his phone with a blue wave and various phone notifications in the background

black and white portrait of a woman smiling and looking at her phone with a dark blue slanted shape and various content recommendations in the background

Black and white portrait of a man smiling and looking at his computer against a light background, surrounded by push notifications about a lighting sale

black and white portrait of a man laughing and looking at his phone with the headline "cannabis marketers - 6 ways to grow customer engagement" with blue and green shapes in the background

white blueshift and sinch logos against a dark blue background with the headline "extend customer engagement into conversational channels" and an SMS promotion about sneakers

a circle graph showing the value 73%, with the caption "73% of shoppers use multiple channels, and the more channels they use, the more they spend — Harvard Business Review"

CURRENT

I led the brand refresh, implementing it across the website, social media, blogs, emails, collateral, and ultimately, the platform app. The new design features an extended color palette, full-color images, natural photos of diverse users, playful graphic elements, clearer CTAs, and a friendly yet professional tone. I also introduced a purple gradient to soften the harsh blue and to signify a “shift.”

As the sole designer, I executed the entire rebrand over two years — an effort that is still ongoing. The launch followed a phased approach, gradually rolling out updates to social, email, website graphics, and collateral before applying the new design site-wide and in the app, ensuring a smooth transition.

Homepage of blueshift's website with the caption "Personalize Every Engagement Using Customer AI" and an image of a smiling woman surrounded by AI insights and recommendations.

Light blue background with text that reads "Unlock Growth Together with blueshift's partner program" and a woman laughing with her colleagues

1X1 ad that reads "do more with your data" in white text on a blue and purple gradient in the background. An image of a mobile device shows an email with the headline "Hey Jenna—it's been a while!"

Close-up photo of hands using a mobile phone, with two statistics overlaid on top of it. "70%of consumers opted in to receive text messages from businesses in 2022" and "61% of customer say they want the ability to text a business back"

a woman looks down at her tablet, which displays a PDF of a one-pager

LinkedIn image that reads "happy get to know your customers day!" against a light blue background, with various small circles featuring the faces of different users

Quote that reads "the biggest efficiency we gained is around segmentation. previously, it would take about 25 hours of work time, usually about two calendar weeks, to identify an audience and get an approved audience back. Now, we do it in minutes."—

woman in a blue circle laughs and holds a phone and credit card. she is surrounded by 3 parts of a customer journey: onboarding series, activate card, and refinancing notifications

LinkedIn image that says "free download: ai-powered personalization guide. Get access now" and shows a woman's hands holding a tablet with the guide on the screen

visual graph showing different benefits between push notifications, in-app messages, and mobile app inbox

woman with glasses and short hair uses a laptop at a desk. a graphic representation of a customer journey is in the background behind her.

webinar ad that says "webinar - build or buy: decoding the best CDP strategy for your b2c enterprise - register now"

Woman smiling confidently while on a laptop and surrounded by different charts and insights

collage of various digital ads in different sizes and formats

UPDATED BRAND GUIDE

To complement the updated branding, I created a comprehensive brand guideline book for internal use and to send to our partners.

Download a compressed copy of the brand guide here.

BLUESHIFT ENGAGE 2024

Blueshift Engage is a networking event for customers and prospects to interact with leaders in the industry, be in-the-know for new releases and updates, and connect with Blueshift team members. Engage is a one-day event featuring keynotes, expert panels, and product demos.

In 2024, I rebranded Blueshift Engage to breathe new life into the event and modernize the look. I utilized the same teardrop shapes and logo as before, but put a modern spin on it with our updated color palette.

Below are before (left) and after (right) examples of the upgrade.