Bringing the new Calendly brand to life
Translating a new brand identity into adaptable marketing and product-storytelling assets.
The challenge
Smith & Diction created a beautiful new identity for Calendly. Once the brand was handed off, our challenge as the in-house creative team was to translate that identity into the many places Calendly shows up every day.
We needed to take a flexible, expressive brand system and turn it into practical tools that could work across social, product storytelling, marketing, and everything in between—without losing the character of the original identity.
How do we take a thoughtfully crafted brand and make it flexible, usable, and recognizable at scale?
My role
As a Graphic Designer III on Calendly's in-house creative team, I worked alongside Ruthie Greenblatt and Amanda Norris to help extend the new identity beyond the original brand system.
I focused on creating social templates and, with my teammates, developing a new system for abstracting and presenting Calendly's UI in the new visual language. Across the rollout, I also contributed to a range of additional brand touchpoints as we worked to make the new identity feel cohesive in practice.
Bringing the brand into the blog
I extended the new visual identity into Calendly’s blog, creating imagery that gave individual stories their own personality while keeping them connected to the larger brand system.
A flexible social system
I developed a set of social templates to bring Calendly’s refreshed identity to life across social channels. The goal was to create a cohesive visual language that could adapt to different messages and content types while maintaining the personality of the new brand.
