Spiff Brand Identity

As the Creative Director, I own the big picture strategy for Spiff’s visual identity. In 2021, I spearheaded a rebrand of the company in order to drive growth; helping to secure Spiff’s Series C funding and eventual acquisition by Salesforce. This rebrand included the development of a new brand guidelines document (including updated fonts, colors, motifs, iconography, photography, etc.), a overhaul of the spiff.com website, and a range of marketing materials. The rebrand and new website lead to a 540% improvement in website conversion rate (0.43% to 2.76%). Efforts also directly contributed to Spiff being named 23rd on the 2023 Inc. 5000 List for 12,342% 3-year growth.

The inspiration behind the rebrand was Spiff’s passion for delighting their customers and the belief that people are happiest when they are motivated and successful. This element of Spiff’s visual identity is captured through bright colors, light-hearted photography, and playful hand-drawn accents. Spiff also seeks to simplify processes, create trust, and drive top-line growth. This is reflected through the incorporation of geometric shapes that speak to the exactness and accuracy of the Spiff Platform. These shapes come together to form unique patterns which represent Spiff’s customizable solutions.