OPTORO - Head of Design - Company Rebrand

My Role
Led the corporate rebrand of Optoro, positioning the company as a world leader in reverse logistics. Analyzed the business and audiences, and partnered with leadership to develop a focused brand platform. (Much of this work was completed after hours, as the team was simultaneously launching several client-facing projects.)

Process
Hired and partnered with a brand design contractor; worked closely with executives to define the brand archetype. Generated 100+ logo explorations, refined through mood boards, design reviews, and stakeholder feedback, leading to a cohesive visual identity system.

Output
Delivered a complete brand system, including:

  • Brand archetype and personas

  • Customer interviews and surveys

  • Customer journeys

  • Logo design and color palette

  • Photography guidelines

  • Brand guidelines site with templates for digital and print collateral

Outcome
Established a clear, differentiated brand identity recognized across clients, investors, and employees, supporting Optoro’s positioning as the leader in reverse logistics..

WEB SITE - RESPONSIVE

We rebuilt the marketing site from scratch: new UX, new brand, and a modern platform. Faster, more accessible, and easier to update.

BUSINESS CARDS

Full on and offline rollout: managed specs, proofs, and multiple vendors to ensure every piece met our standards.

MICROSOFT TEMPLATES

A challenging project that required hiring a contractor to build both PC and Mac versions of microsoft templates and a large library of components.

PRINT COLLATERAL

Our designer delivered a standout suite of print materials for the team—meticulous execution that was widely praised and heavily used.