illumin Rebrand
illumin had grown considerably since its early days as AcuityAds, but its visual identity hadn't kept pace. The existing brand felt generic, lacking the confidence and distinctiveness needed to compete at an enterprise level. The goal was a complete rebrand that would position illumin as a bold, forward-thinking platform.
Standing out in a crowded SaaS market with a brand that had lost its edge.
illumin had grown considerably since its early days as Acuity Ads, but its visual identity hadn't kept pace. The existing brand felt generic — lacking the confidence and distinctiveness needed to compete at an enterprise level. The goal was a complete rebrand that would position illumin as a bold, forward-thinking platform.
Building a cohesive system from the ground up.
I established a new primary colour palette anchored in deep, confident tones with bright accent colours for energy and contrast. Typography was overhauled to use a bold sans-serif display face paired with a refined body type for legibility across all touchpoints.
The sub-brand system — covering illumin's podcast, in-person events, and internal programs — was unified through a shared "journey" motif: path-like graphic symbols that could function as standalone marks or combine with wordmarks seamlessly.
