An up and coming SaaS platform needed help defining their brand identity and establishing complementary communication styles for its divergent Member and Client audiences. Working with a graphic design lead, I put together a comprehensive Brand Book that outlined company ethos and values, firmly delineated target personas, and put forward a cohesive cross-collateral vision for their look, feel, and tone. I also oversaw the application of the Brand Book principles to the company’s website, member platform, social media channels, and sales collateral — a shift that helped propel sign-up and engagement rates to theretofore unparalleled levels.