Client
Morning Brew Rebrand
A complete brand refresh for a local artisan coffee roaster that was preparing to scale into new cafés and retail markets. The goal was to modernize their visual identity without losing the craft-focused story behind the brand.
Client
Morning Brew Co.
Project date
March 2024
Project duration
14 weeks
Content
Morning Brew, a rapidly growing digital media brand, built its reputation on witty, digestible business news. However, as the brand expanded into new content formats like podcasts, interactive features, and vertical-specific newsletters, its existing platform began to show cracks. The design felt outdated, and publishing new formats was cumbersome for editors. While the content was strong, the digital experience didn’t reflect the agility, humor, and modernity that readers associated with the brand. Morning Brew needed a design overhaul that would support both scale and personality.
Solution
We adopted a content-first approach. The new design system prioritized readability, ensuring that typography, spacing, and structure made long-form articles and short snippets equally enjoyable. Flexible templates allowed editors to experiment with new content formats without breaking consistency. We also introduced a visual identity that blended professionalism with playfulness: clean layouts paired with subtle moments of personality—like witty microcopy, dynamic illustrations, and color pops that echoed the brand’s tone. Beyond the surface, we worked on accessibility and performance, ensuring that the platform loaded quickly and remained inclusive for all readers.
Challenge
The most delicate challenge was translating Morning Brew’s voice into a visual language. The brand’s humor and relatability were key to its identity, but too much playfulness risked making the platform feel unprofessional. We had to carefully test design choices with readers, striking the balance between serious media credibility and conversational charm. On the technical side, creating a system flexible enough for multiple content formats while still feeling cohesive required building a robust component library and aligning teams on usage guidelines.
Result
The redesigned platform became a springboard for Morning Brew’s next phase of growth. Editors gained the freedom to publish diverse formats without bottlenecks, while readers enjoyed a more polished yet still familiar experience. Engagement times increased, newsletter sign-ups grew, and the brand successfully attracted new partnerships thanks to its updated digital presence. Ultimately, the redesign reinforced Morning Brew’s reputation as a modern media player—one that could evolve and scale while keeping its unique voice intact.
Deliverables: brand guidelines, packaging design, Shopify storefront.
SaaS, Dashboard Design, Data Visualization, UX Research
