The idea to evolve our brand had come up from time to time, when we’d notice an inconsistency, or feel a desire to further stretch some of our established guidelines. But this time, the timing was right: An ongoing project for systematizing the product would dovetail nicely, and we had an upcoming product launch that would be perfect for a little splash. We’d also recently launched new accessibility features, and had become more aware of the shortcomings of our existing color palette and its uses. Our Art Director and I proposed the initiative to Senior Leadership, and when it was approved, co-led a team-wide collaboration to refresh the brand. We started by leading a workshop with the broader Wistia design team to gather input. Distilling this input and inspiration into themes, we developed moodboards for three directions to explore. From more playful to more organic to more "corporate", these moodboards supported discussions about where our brand should fall on these spectrums. Once we were aligned on what felt most successful, we worked to refine one direction, draft guidelines, and implement the new styles across all pages of the website.