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My competitor analysis showed the trajectory the brand can take. This strategy helps us establish our "north star" and how we make design decisions.
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Chrome Industries, an urban cycling company, brought me in to evolve a fixed (pun intended) brand. My experience in digital design, motion and creative direction helped as the team was small and new. I created a personal brand guide to familiarize myself with Chrome and saw the opportunity for them to be uniquely positioned to appeal to a broader customer.