Brand Strategy & Design LeadershipFoleon Brand
Refresh 2025–26
A full-company rebrand — from strategy to system — executed solo. I took Foleon from a fragmented startup identity to a modern, enterprise-ready brand across every touchpoint, on schedule and without missing a single deadline.
The challenge
Foleon had grown significantly. The product was more powerful, more intelligent, more enterprise-ready — and increasingly AI-driven. But the brand hadn't kept up.
Outdated templates were still in circulation. The visual identity was too rigid to scale. There was a growing disconnect between what marketing said and what product showed. And crucially, the brand wasn't landing with senior enterprise decision-makers..
The process
Discover & Diagnose
Audited every existing brand asset across all teams to map inconsistencies and understand why the system was failing. Benchmarked competitors, gathered stakeholder input, and built the brief that would ground every decision that followed.
Define the Direction
Ran a creative direction sprint to develop and pressure-test three distinct routes. Presented concepts to leadership, facilitated the decision, and secured full C-suite sign-off before a single asset was made.
Create the System
Turned the approved direction into a complete, scalable brand system: guidelines, Figma library, templates, verbal identity, marketing assets, and a website redesign in collaboration with external agency Norday.
Deliver & Embed
Rolled out the full system with internal training, governance documentation, and onboarding across GTM, Product, PS, and Marketing — establishing feedback loops to keep the brand consistent as the company scales.
Strategic direction“We are the Architects. Our platform is the foundation for our clients to build truly impactful content. We give them the foundation, the walls, the structure — and together we build something beautiful.”
After a rigorous discovery and stakeholder alignment process, I defined and locked the creative route: Architect. Grounded in the dual archetypes of Creator (expressive, forward-looking) and Ruler (structured, enterprise-credible), the direction gave the brand permission to be bold within a system — like great architecture does.
The visual language
The shapes in our system are adaptive. They expand, curve, and connect to fit the words and images inside them — like rooms with open doors and shifting walls. A flexible shape bends around a portrait. A modular grid keeps a data-heavy page readable. Structure built to serve the message.
The result is a visual system that can flex across every touchpoint — from a sales deck to a social post to an enterprise product screen — without ever losing its structure. Consistent enough to be trusted. Flexible enough to stay alive.
From blueprint to every room in the house
Website
The website was the most visible proof point of the new brand — and the one with the highest stakes. I led the collaboration with Norday, the external agency brought in 6 pages for the redesign, briefing them on the Architect direction and ensuring every page reflected the new visual language.
Foleon Docs
Foleon Docs are both our product and our proof — every doc we send is a live demonstration of what the platform can do. I redesigned the full template library inside the Brand Console, building modular blocks that any team could pick up and use. Governance was built in from the start: Brand Kits, Global Modules, and role-based permissions ensured that as teams scaled their content output, the brand stayed intact.
Campaigns, ads & social media
Campaigns are where the brand personality has to work hardest — straight-talking, bold, and with the wit turned up. I created a consistent set of social media templates and ad formats that gave the team creative flexibility without opening the door to inconsistency. Clear rules on color use, type hierarchy, and image style meant anyone could brief or produce an asset and know it would land on brand.
Internal docs & templates
Before anyone could use the new brand, they needed the tools to do it right. I built a complete library of Foleon Doc templates, Google Slides decks, and internal assets — all wired to the updated Figma design system and Brand Console in Foleon. Every layout block, color token, and type style was locked in and ready to use. Then I ran onboarding sessions across GTM, PS, Product, and Marketing so teams could create on-brand content without needing to ask for help.