Brand Identity • Globalization • Visual Design Systems
TripIt: Brand & Website Redesign
From outdated visuals and fragmented storytelling to a scalable global brand and a fully rebuilt marketing website.
From TripIt’s brand launch commercial, introducing the new visual identity, traveler-first messaging, and updated positioning.
Summary
As Head of Brand Design, I led the rebrand of TripIt to modernize its visual identity, unify brand and product experiences, and rebuild its public-facing marketing website.
This work included creating a scalable illustration system, redesigning the app icon, and directing a complete marketing site rebuild to improve mobile responsiveness, accessibility, and global scalability. The rebrand resulted in a 10% lift in signups and stronger alignment between consumer and enterprise audiences.
Role
Head of Brand Design
Scope
Brand Identity Development
Globalization & Localization Strategy
Cross-functional Team Collaboration
Art Direction & Agency Management
Visual Identity System Development
UX/UI Collaboration
App Icon Redesign
Company
SAP Concur
Before
After
The Challenge
TripIt’s visual identity and storytelling were rooted in an older, feature-first approach that no longer reflected the experience travelers valued most. The brand needed to evolve without losing the consumer-friendly personality that long-time users loved.
Outdated Branding and Visual Identity
Over reliance on product screenshots, location-based stock photos, and an inaccessible color palette. Messaging focused on listing features instead of addressing traveler pain points.
Balancing Consumer Appeal with Enterprise Needs
Needed to modernize the identity so it stayed approachable and engaging for travelers, while maintaining the credibility required for enterprise sales.
Fragmented Brand Experience
The marketing website and channels felt inconsistent, with outdated platforms, no mobile responsiveness, and limited accessibility compliance.
No Scalable Visual System for Global Growth
Branding relied on screenshots and stock photography, with no adaptable system for storytelling across markets. With globalization and localization on the horizon, a flexible, scalable approach was essential.
The Approach
TripIt’s rebrand was driven by the need to tell a more relevant, traveler-focused story, build a flexible brand system for global expansion, and deliver a consistent experience across every touchpoint. The solution combined strategic messaging shifts with design execution that scaled across marketing, product, and localization.
TripIt Pro Before
TripIt Pro After
Reframing the Story
Shifted from feature-heavy messaging to a traveler-first narrative, introducing the Before, During, After trip framework to show how TripIt supports travelers at every stage.
Building a Scalable Visual System for Global Growth
Developed a flexible illustration style and asset library adaptable for multiple cultures, languages, and layouts — replacing reliance on screenshots and stock photos.
Modernizing the Marketing Website
Directed a complete rebuild of the public-facing marketing site in WordPress, delivering a fully responsive, accessibility-compliant experience that reflected the new brand.
App Icon Redesign
Simplified and abstracted the atom mark for clarity and scalability across iOS, Android, and wearables, ensuring legibility and brand recognition at all sizes.
Website Localization
TripIt for Enterprise Audiences
Redesigned app icon for improved accessibility
