Rokt is an ad-tech company that makes e-commerce faster and smarter by connecting businesses to its most relevant customers at the right time.
As the Lead Marketing Designer, I led Rokt’s first rebrand with an external design agency to bring more cohesion and flexibility to the brand identity.
Skills & Tools
Figma
Branding
Visual Design
Project Overview
Problem-Solving
Art Direction
Design Systems
As Rokt evolved as a company, the brand identity remained stuck in its first framework designed at the inception of the company. Outdated and stale, the brand identity sought an upgraded look and feel in order to resonate with its new & evolving target audience.
Goals
Elevate the most iconic elements of the brand - the connector - to create a distinctive refreshed Rokt.
Bring more vibrancy with more depth of color to our gradient, designed to feel illuminated rather than one-dimensional.
Unify and upgrade how the Rokt brand comes to life across all marketing materials.
Role
Marketing Designer II
Refining our logo
As a key element of the brand’s identity, our intention with the “connector” was to create a refreshed design of the logo that was bolder and electric. We incorporated a new sense of movement through new gradient shades of color and increasing size of the strokes to create a more confident expression of Rokt’s core magenta color.
Extending a dynamic color range
In addition to the logo, we developed a new palette that felt unique to the Rokt brand. While magenta remains the foundational color, we wanted to expand the spectrum to allow for flexibility and dimensionality for different needs and to make it easy for people to interact with.
Our new typeface was aimed to be distinct, legible, and versatile. The Archivo typeface draws on distinctive qualities of the brand - approachable and friendly yet driven.
A new typeface
Leading Creative Direction for Explainer Videos
Bringing the design system to life
Through this design system, we were able to bring our brand to life through all marketing materials, enabling dynamic and effortless exploration of the brand’s identity.
