Upon joining the HackerRank team on a contract, it was exciting times underway. With lots of changes looming came lots of opportunities to redefine the brand in order to better tell the HackerRank story. Our brand team consisted of myself, another brand designer and the VP of design. While we had some great brand assets being used, it was starting to feel like we were losing consistency and ultimately the identity (a well known hurdle that comes with scaling quickly). A brand guide was needed to improve said consistency and provide a toolkit/lookbook for ourselves as well as the greater team. 





Once this brand guide was created, it was time to put rubber to road and start creating assets. This was a healthy spread of: internal branding, pitch decks / presentations, marketing & campaign assets, event materials and some product design incorporations.

One of the key factors, was creating a brand that could be fluid and accommodate all of these types of scenarios listed above. Rather than doing a simple copy + paste job across campaigns and such, our small team still made sure to do the up front ideation and strategy for any need that we had. Once we mapped a nice blueprint that we felt good about, we combined that strategy with our branding to really make it come alive and put our stamp on things. A good brand guide is a living and breathing thing, constantly adapting to meet the company needs and give us a competitive advantage.