Pilot.com Brand + Design System

At Pilot, I lead visual brand design and development to foster a consistent face for the Pilot identity that resonates with our audience and supports growth metrics.

This includes building design system infrastructure, crafting visual styles, libraries, and documentation, defining processes, and creative directing cross-functional implementation of the brand by designers, developers, freelancers, and marketing partners.

This also includes leading creation of all brand and marketing assets, both as an individual contributor and creative director, for the corporate website, web experimentation, and all digital and print marketing communications across advertising, social, email, events, partnerships, etc.

Brand Development

One pillar of my role at Pilot is to develop our brand personality, visual styles, and design system to ensure resonance with our audience, streamline consistent implementation, and promote growth. This has included a brand refresh and subsequent phased implementation across web and marketing communications.

Brand Styles & Design System

The refreshed brand consists of a new graphic language for imagery that combines both graphic and photographic images in custom forms that integrate organic humanism with modern geometry. A new system of stylized geometric imagery, icons, and patterns was also created to maximize flexibility and efficiency across content needs and reproduction mediums. In addition, new usage patterns were defined for the Pilot color palette and type scale. Once the new system was solidified, libraries were created to streamline rollout and implementation.

Phased rollout

The new system has been iteratively rolled out to the corporate website and across marketing communications to allow for metrics tracking, stylistic optimization, and ongoing library expansion.