2024-2025
Business Insider rebrand
Business Insider had organically evolved into two identities — "Business Insider" and "Insider", creating real audience confusion across platforms. I was part of the company-wide rebrand initiative as a designer on the Growth team, contributing to both the broader brand exploration and the translation of the new identity into growth-specific product surfaces.
The Problem
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 — which gave the internal team a foundation to work from quickly. From there, designers were given room to push bold, exploratory directions and stress-test the new brand across different product surfaces. This allowed us to hit the ground running.
Design process
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.
We coined terms like "Elevated grid lines" and "Breaking Blue" that gave us a framework during design explorations to push boundaries and maintain consistency between all the designers.
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 produced completely reimagined assets for our subscription landing page, ensuring the refreshed identity would greet potential subscribers with clarity and confidence. Additionally, I developed newsletter templates that would carry the unified brand voice directly into readers' inboxes, transforming our flagship newsletter.
