HoneyBook

With the independent workforce surging and HoneyBook scaling fast, the brand needed to catch up. The existing identity no longer reflected the platform's ambition or the evolving needs of the freelancers and small business owners it serves — it was time for a full rebrand.

Project info

I collaborated with Company Policy design studio as Lead Designer, working alongside a team of three designers to reimagine HoneyBook's brand from the ground up — from research and strategy through to a full visual identity system spanning product, digital, print, and experiential touchpoints.

Role

Lead Designer

Collaborators

Adam Katz (Creative Director)

Nicole Banda (Project manager)

Aaron Feng

Emma Kane

Jeane Kim

Caleb Van Dyke

Oliver Hilliker (Motion Designer)

Clientflow first.

System-wide.

A rebrand rooted in how independents actually work — translated into a flexible visual identity system that stretched from product UI and onboarding flows to OOH advertising, event stage design, editorial layouts, and marketing campaigns.

OUTCOME

The work started with understanding — mapping the competitive landscape, identifying visual and verbal patterns, and finding the whitespace HoneyBook could own. From that research, a storytelling direction emerged that reframed the brand around the flow of independent work — from first client inquiry to final payment.

The design system that followed touched everything. Product screens received new dashboard patterns and data visualization. Marketing materials ranged from social to conference signage. Typography, photography, color, and motion were all developed as a connected language — warm, grounded, and distinct without being cold. The goal was a brand that could move seamlessly between a freelancer's phone screen and a billboard, holding its identity at every scale.