Spiffy Visual Identity
I created and managed Spiffy’s Visual Identity Guidelines—applying them across both corporate and franchise markets—as the company scaled from $1 M to $70 M ARR and grew from 4 to 36 markets via our franchise program. These guidelines spanned sub-brands, new logos, color palettes, typography, digital platforms, consumer-app assets, and van-wrap standards. Standardizing every touchpoint ensured a cohesive, on-brand experience that enabled rapid product rollouts and franchise launches without diluting our identity.
Lead Designer
Branding & Identity
Creative Direction
Web Design
I translated our strategic pillars (Convenient, Trusted, Professional, Green) into clear rules for logo use, color, typography, imagery style, and van-wrap specs—ensuring brand consistency and protecting our assets. By providing ready-to-use templates and do’s-and-don’ts, I streamlined production and empowered our three-person design team and in-house marketing team that fluctuated between three and seven members to collaborate efficiently. This framework balanced local franchise flexibility with strict brand controls, fueled multiple B2C and B2B launches—including an ongoing brand refresh for Digital Servicing—and ultimately drove customer acquisition, boosted retention, enhanced investor confidence, and cemented Spiffy’s leadership in automotive services.
