Therefore Interactive
Building the Brand OS: How I reimagined Therefore’s identity to drive clarity, credibility, and growth.
My Role
Executive Creative Director & Lead Designer: Led brand vision & design, research, design reviews & execution, stakeholder communications
Team Size
12 Humans (Design, Research, Content, Development, Ops)
Tools Used
Figma, Jira, Confluence, Adobe CC, Maze, Medallia,
TL;DR
Therefore Interactive had strong technology and strategy but lacked a brand story that matched its ambition. I partnered directly with the CEO and leadership team to uncover a more human narrative and led the rebrand from vision through execution. The result was a brand system that worked where the business worked: in pitches, documents, and client interactions.
The Problem
Therefore was strong in technology and execution but lacked a distinct identity and a story that set them apart from competitors. Even inside the agency, people struggled to articulate what made them different. The brand needed clarity, a stronger narrative, and a voice that matched the company’s ambition.
The Solution
I facilitated creative workshops with the CEO and leadership team to uncover the qualities that made Therefore different. I translated those insights into a clear vision and brand system, balancing credibility with expression. Every design decision was anchored in activation: decks, documents, and real-world touchpoints. I ensured the team could carry the brand forward by building guidelines and tools that empowered consistent use.
Finding the story.
I started by focusing on what Therefore did best: technology and strategic execution. What was missing was a sense of story and expression, something that could make the brand memorable. I worked with the CEO and the team in creative workshops to uncover a direction that balanced those strengths with a more human narrative. My role was to shape that input into a clear vision and give the team direction they could believe in and build from.
A visual language built to scale.
The new visual language introduced a confident type system, an approachable color palette, and a clear hierarchy that guided attention with purpose. I designed flexible layouts that could shift from precise and analytical to more open and expressive, reflecting the dual nature of Therefore’s work. Beyond visuals, we established a brand language that could scale across every channel and communication, ensuring consistency from the website to pitch decks to client conversations.
Where the brand lives.
Every decision was built around activation. I made sure the brand showed up where the business actually lives: in decks, documents, and real conversations with clients. The result was a brand that not only looked better but also worked better in the moments that mattered most.
Built from the inside out.
This project reinforced my belief that the most effective brands are built from the inside out. By turning the brand into a system that empowers teams and reflects the company’s evolving identity, I helped Therefore align its visual voice with its strategic ambition. It is no longer just a brand, it has become an engine for clarity, credibility, and growth.
Results & impact
The rebrand gave Therefore a stronger voice in the market and a clearer story to tell. The new identity made the agency more memorable in pitches, easier for clients to understand, and more consistent across every touchpoint. The scalable design system reduced design debt and streamlined production, while the Jamstack build delivered a site that was faster and more reliable. Most importantly, the team gained confidence in how they spoke about themselves, with a brand that matched both their capabilities and their ambition.
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