The Project

Starting as a vegan restaurant and product review app in 2018, abillionveg quickly grew into a social media platform with the mission to connect and help people live, eat and shop more sustainably. After nearly three years the name abillionveg no longer served the population it was trying to help. It was not inclusive nor did it accurately reflect the mission of the company. By dropping the "veg" from the name, abillion was familiar to its users, yet inviting and interesting to anyone interested in sustainability. 

My Role

With a new name the company also needed a new visual identity. The new identity was developed in conjunction with a branding agency. My team and I then developed and shaped the supporting design system. I created brand guidelines, educated stakeholders on how to properly use the branding tools and acted as brand guardian, ensuring core brand messages were communicated consistently across channels. Below are just a few examples of the new branding put into practical use.