CallRail Brand Refresh
I revitalized CallRail’s brand identity and core assets, showcasing the platform’s powerful features through intuitive, engaging, and visually captivating design. By refining the brand's visual language, I enhanced user experience and ensured that the design effectively communicated the platform’s value, helping to strengthen brand recognition and drive engagement across all customer touch points.
Expertise and contributions:
Brand Strategy
Email Marketing
Illustration
Swag Design
Company
CallRail
Role
Visual Designer
The challenge
Bringing a fresh, original perspective to CallRail’s brand was crucial. My goal was to create brand assets that not only captured attention but also educated current and potential customers about CallRail’s products. In collaboration with the creative director, I successfully elevated the brand’s foundation, enhancing visual consistency across all marketing materials.
A snapshot of sketches, in-house photography, and concept work from the design studio
The process
Refining the logo
The original CallRail logo struggled with visual balance and legibility. I enhanced its readability at smaller sizes by refining the letter spacing and removing the icon. The result was a cleaner, more cohesive logo. The icon was repurposed as a favicon and social media image, ensuring it stands alone, never paired with the wordmark.
Increased legibility in the CallRail logo by adjusting the letterspacing
The CallRail icon was removed from the wordmark to visually stand on its own as a favicon or social media image.
Colors and typography
I refreshed CallRail's color palette, creating a unified visual identity that seamlessly extended across all design assets. By introducing the versatile Source Sans Pro typeface, I ensured a polished, consistent brand presence across both marketing materials and in-app experiences, all while leveraging the benefits of an accessible and freely available font.
CallRail’s new typeface and color palette was designed to improve consistency
Phone numbers are at the heart of CallRail’s call tracking and attribution products. I took a creative approach to integrating both sans serif and serif digits, designing a distinctive pattern that brought a unique touch to business cards. Additionally, I developed line patterns to complement the CallRail logo, enhancing various marketing assets with a cohesive and visually striking backdrop.
Patterns and textures
The number pattern work incorporated into new CallRail business cards
Vectored and hand-drawn line work bring texture and delight to the CallRail brand assets
The solution
Email campaigns
I developed CallRail's inaugural email design system, complete with comprehensive guidelines, components, and templates. This system enabled the creation and coding of consistent, brand-aligned email campaigns. It now serves as a robust framework, ensuring that every email is visually cohesive, functionally effective, and true to CallRail’s brand standards.
Custom email designs with a recommended approach to structure and content
Additional new email templates that take a mobile-first design approach
Illustrations
To help CallRail’s marketing and product teams effectively communicate call tracking to current and prospective customers, I developed a new illustration library. By distilling complex call tracking scenarios into relatable everyday objects, I crafted a diverse and engaging collection that enhances user experiences. These illustrations were adopted company-wide and continue to be an integral part of the CallRail brand, enriching its visual identity.
A collection of my sketches that were versioned and finalized into a complete illustration library
Illustration cards part of the internal design asset library. This system helped us to share assets at different dimensions with the marketing team.
Featured illustration live on CallRail’s blog page
I designed branded merchandise that was distributed to employees, clients, and potential customers, helping to increase brand visibility and foster a stronger sense of team spirit.
The CallRail swag not only reinforced brand identity but also strengthened customer loyalty by creating memorable, tangible connections with the brand. These thoughtfully designed items served as a lasting reminder of the brand's value and presence, enhancing engagement across multiple audiences.
Swag and giveaways
A collection of tote bags water bottles, shirts, stickers and hoodies created for CallRail’s employees and customers