I participated in the rebranding of Xero, starting with the creation of the brand archetype and continuing through to the visual execution. I contributed to the initial branding concepts and the archetype-related activities that laid the strategic foundation, conducted character explorations, went through multiple rounds of revisions, and made design choices before the final direction was selected. Following that, I transitioned to developing the Charms as a component of the completed brand system.
Xero needed a visual shorthand for their rebrand. I designed and animated the brand Charms (a set of brand emojis) from initial sketches through to motion, working from brand team notes like "tired" and "playful" to nail the personality before a single frame was animated. They're now live across the Emotional Tax Report and performance ads.
A rebrand means a lot of work that never sees the light of day, and that's the job. I worked on the full visual identity exploration, from character design iterations and sketches to mocks across multiple directions, before the final system was locked.
