Unifying and refreshing Broadly’s brand to better connect with small business owners across auto, home, and pet services.
As the Lead Brand and Marketing Designer at Broadly, I was brought in to create consistency across a fragmented brand. With no formal identity system in place, I led a full visual refresh and built a design foundation that felt fresh, functional, and tailored to our core audiences. These included small business owners in specific verticals like auto repair, home services, and pet care. I redesigned the website, refined messaging, and built scalable systems for marketing and sales to deliver a cohesive brand experience from the ground up.
The Challenge
Broadly lacked a clear brand identity. Design was inconsistent across channels, the messaging was generic, and there was no visual system to tie the brand together. For busy small business owners, the experience felt cluttered and impersonal. The challenge was to unify the brand, bring clarity and energy to its expression, and tailor the experience for niche verticals while working as a team of one.
The Approach
I began by identifying key gaps in consistency, tone, and relevance across marketing touchpoints. From there, I created a refreshed visual identity that was approachable, modern, and easy to scale. I established clear design standards including typography, color, imagery, and iconography and tailored them to resonate with our primary audiences in auto, home services, and pet care.
Brand Identity Refresh | Created a unified brand system that felt modern, friendly, and built for small business owners.
Employee Onboarding Toolkit | Designed onboarding materials to help new hires understand Broadly’s brand, values, and voice.
Internal Brand Values Video | Brand values video created to support team onboarding and reinforce company culture.
Trade show Materials | Developed a cohesive and impactful brand presence for in-person experience
