














Brand Messaging
& Visual Identity
Title: Brand Messaging & Visual Identity
Client: DezLin Reveals
Role: Brand Strategist & Creative Manager
Date: 2021
Overview: Led full brand positioning and visual identity transformation for DezLin Reveals. Guided brand strategy, messaging, and visual identity development to support the company’s transition from a purely B2B operation into the DTC market, including a full Shopify build from scratch to replace their existing WooCommerce setup
Internal Teams: CEO, Co-Founder, Creative Team, Product Team – Collaborated across departments to ensure alignment of brand messaging, visual identity, and go-to-market strategy.
External Teams: Conducted extensive vetting of 30+ marketing agencies; led selection and onboarding of chosen partner for branding, marketing/advertising, and eCommerce buildout
Key Contributions:
Defined brand pillars, positioning, and messaging framework
Created 8 distinct logo concepts with full mood boards, ideation, and proof-of-concept designs
Worked hands-on with creative teams to develop logo iterations, color palettes, and visual identity
Delivered final brand prism, positioning statement, and customer persona alignment
Translated abstract concepts from the Owner into clear directions for internal and external teams, ensuring consistent alignment with the brand’s vision
Process/Methods: Maintained open communication with internal and external teams, conducting regular check-ins and design reviews. Facilitated collaborative workshops with the owner to extract her vision through targeted questions, mood boards, and visual references. Developed an iterative design process to bridge the gap between outdated styling preferences and a more modern, elevated aesthetic
Deliverables:
Final logo package with multiple variations (color, black-and-white, transparent) optimized for use across digital platforms and formats
Final branding deck and visual identity guide
8 logo concepts and mood board packages
Finalized color palette and typography system
Positioning statement and brand prism
Site navigation/menu structure using Xmind
Messaging guide for future content and campaigns
Challenges: The owner had a strong but undefined vision rooted in outdated design ideas, which made alignment difficult. It took extensive questions, visual references, and mood boards to uncover a direction that felt modern while staying true to her intent
Lessons Learned: I learned new ways of extracting abstract ideas from leadership and turning them into clear, actionable direction for teams . It reinforced the importance of patience, active listening, and structured collaboration to keep cross-functional efforts aligned
Results: Delivered a complete brand system that kickstarted development of social branding, website, new copy, content, messaging, and marketing assets—providing a clear foundation for seamless handoff to internal and external teams without losing strategic direction
Tools Used: Adobe Illustrator, Photoshop, InDesign, Figma, Google Slides, Xmind app for Menu Structure (Website Recommendation slide), Shopify, GoogleApps, HubSpot, BaseCamp, GoogleDocs
1st Iteration
Logos, Colors, Messaging,
Proof of Concepts, & Identity
2nd Iteration
Logos, Colors, & Proof of Concepts,
Final Logo, Color Pallatte, & Proof Of Concepts