Trulioo
Scaling a Global Tech Brand Through Systems, Storytelling, and Team Leadership
BRAND SYSTEMS / CAMPAIGN CREATIVE / ILLUSTRATION / SOCIAL / EVENTS / INTERNAL ENABLEMENT
Context
Following a comprehensive rebrand developed in partnership with an external agency, Trulioo entered a new phase of rapid global growth. The foundational brand system provided a strong starting point, but required significant expansion to support an increasing volume and diversity of applications across marketing, product, sales, and customer success.
Operating as a lean in-house team, I led two other designers while remaining deeply involved in hands-on execution, collectively evolving the early framework into a robust, scalable system. Demand for creative was accelerating across campaigns, events, and digital channels, while employees needed easier, more autonomous access to high-quality, on-brand assets. This created an opportunity to formalize and extend the brand in a way that could support both speed and consistency at scale.
Challenges
Extending a newly established brand framework into a comprehensive, flexible system
Maintaining a consistent visual language across channels and use cases
Enabling non-design teams to create on-brand materials independently
Supporting a high and growing volume of demand gen campaign with faster turnaround times
The core challenge was to evolve the brand from a foundational identity into a scalable design system — one that could streamline creative production, empower teams, and maintain a high standard of quality as the company continued to grow.
Execution
1. Brand System & Visuals
Defined and scaled a bespoke illustration style that became a core part of Trulioo’s visual identity. Built out a library of supplementary imagery, including more “technical-style” illustrations and a mixture of custom and stock photography.
Simplified complex product concepts into engaging, approachable visuals
Created consistency across web, marketing, and product storytelling
Enabled rapid asset creation through reusable components
2. Content & Collateral
Expanded the Marketing collateral system to encompass 7 distinct content types, each with clearly defined, repeatable layouts and design patterns.
Delivered 60+ refreshed and net-new content pieces within the first few months post-rebrand
Partnered closely with Content and Operations to establish a streamlined, end-to-end workflow for delivery of collateral, promotional graphics, and derivative content
3. Campaign & Social Creative
Led creative direction and execution for multi-channel campaigns, ensuring alignment across paid, owned, and organic channels.
Designed templated systems to support increased volume of demand gen campaigns and social deliverables
Balanced brand consistency with campaign-specific storytelling
Optimized creative through A/B testing, improving CTRs and generating high-quality enterprise leads at a lower cost
Drove consistent year-over-year growth in social followers through engaging visuals and a cohesive brand presence
4. Internal Enablement & Templates
Developed a comprehensive template system for presentations and documents. Leveraged Airtable as a brand database for employees to access company logos, color codes, imagery, templates, and more. Built a custom GPT to answer employee questions and assist them in finding the correct brand assets.
Empowered sales, product, and internal teams to move faster
Maintained brand consistency across decentralized content creation
5. Events & Experiential Design
Creative direction and hands-on execution for global events and trade shows, translating the Trulioo brand into physical environments.
Worked closely with events agencies to plan 3D spaces, including layout, flooring, lighting, materials, and furniture selection
Designed booths, signage, and environmental graphics
Ensured cohesive storytelling across physical and digital touchpoints
