2024-2025

Business Insider rebrand

A company-wide rebrand. My role: help define what the new Business Insider looked like, then make sure it actually showed up — in the subscription flow, newsletters, and everywhere growth happened.

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The Problem

BI had evolved into “Insider” across many platforms, while “Business Insider” still dominated search and reader recognition. The split identity created real confusion — loyal readers couldn’t tell if they were on the same publication, fracturing the brand’s relationship with its audience.

BI had evolved into “Insider” across many platforms, but “Business Insider” still dominated search and reader recognition. The split identity was causing real confusion — loyal readers couldn’t tell if they were on the same publication, which was fracturing the brand-audience relationship.

Discovery

Explorations and experimentations

An external creative agency produced a Brand Book — covering typography, color systems, logo treatments, and brand principles — giving the internal team a strong foundation to build from. From there, designers had room to push bold, exploratory directions and stress-test the new brand across product surfaces. This clarity and momentum let us move fast.

Design process

Our "North Star"

Our “North Star”

After several sprints of open exploration, we began presenting to stakeholders and narrowing direction. A key insight emerged early: BI's signature blue was still a strong brand asset, but it needed to be used with intention — not saturated everywhere. This led to a shared design vision to balance bold evolution with trusted familiarity.

After several sprints of open exploration, we began presenting to stakeholders and narrowing direction. A key insight emerged early: BI’s signature blue was still a strong brand asset, but it needed to be used with intention — not saturated everywhere. This led to a shared design vision to balance bold evolution with trusted familiarity.

We coined terms like “Elevated grid lines” and “Breaking Blue” — a shared vocabulary that let us push boundaries while keeping every designer aligned.

Final results

The rebrand rollout was invisible to users — by design. Behind the scenes, we expanded what the platform could do: a higher story throughput, richer curation tools, and a new Featured Authors section that gave editorial teams a stronger voice. Editors gained flexibility; readers gained speed.

I redesigned assets for our subscription landing page, ensuring the refreshed identity would meet potential subscribers with clarity and confidence. I also developed newsletter templates that carried the unified brand voice directly into readers’ inboxes, giving our flagship newsletter a visual identity to match.

Before

After

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