The Challenge

To enhance brand and product awareness for the circadian lighting start-up Brilli Wellness during the peak of the COVID-19 pandemic, I spearheaded a strategic rebranding initiative. This effort aimed to align the brand’s aesthetic and core messaging with its mission, products, and target customer audiences, meeting the growing global demand for health and wellness products.

My Approach 

I led Brilli’s brand evolution, shifting from a bold Bauhaus style to a more contemporary look inspired by the "clean girl aesthetic." This new design direction included:

• A brighter color palette that appeals to Millennials, aligning with Brilli’s core customer demographic.

• Increased usage of lower-case headings to soften the brand voice in visual messaging, in contrast to the previous all-caps approach.

• Incorporation of angles that connect the circadian products with concepts of the sun, light, and shadow.

• A transition from stock photography to cohesive, proprietary lifestyle images captured in partnership with Dabito. View more results from the lifestyle shoot in my portfolio.

While my design decisions were primarily influenced by the positive impact of Brilli’s products on health and wellness, I also utilized insights from brand surveys and demographics—including age, gender, geographic location, and typical lifestyles—alongside current market trends and design movements.

Key Considerations

We maintained the modern lowercase logo, primary font, and diagonal angle accents for continuity, and ensured that the updated color palette and font sizing met or exceeded ADA web accessibility standards.

Results

The new visual direction informed a comprehensive refresh of Brilli’s website, emails, press kit, and packaging, resulting in a cohesive, relevant, and elevated brand experience - and helped to propel the brand’s sales to $9M in just the first year of launch.

The updated brand direction delivered:

• 1000%+ increase in annual sales YoY (2020 vs 2019, per annual financial reporting)

• New retail partnerships with Target and Home Depot

• 21% higher click-through rates on Facebook display ads

• Earned media in People, Forbes, and Prevention as of 2021