Strategic Brand Uplift
Branding
Art Direction
ScaleUp
Refreshing a growing brand while balancing complexity and high expectations
Lepaya
edtech scaleup
Overview
As this edtech scaleup adapted to shifting educational trends, it became clear that its visual identity needed a refresh. But rebranding wasn’t just about aesthetics — it was about navigating practical challenges:
Updating Key Assets: Upgrading the look and feel of high-use materials without interrupting day-to-day operations.
Ensuring Consistency: Aligning a rapidly growing team with the new branding guidelines to maintain consistency.
Managing Workload: Delivering the uplift while juggling ongoing high-pressure demands.
Process
Refreshing a brand under tight deadlines requires careful planning and collaboration. Working closely with the Brand & Marketing team, I led the rebranding of diverse assets, ensuring the process was as smooth and efficient as possible. Here’s how we made it work:
Collaborative Planning: Together with stakeholders, we mapped out a brand uplift roadmap, prioritizing the most impactful updates.
Clear Guidelines: I implemented straightforward, upgraded branding instructions, enabling the design team to quickly adopt and apply the refreshed look across all assets.
Efficient Implementation: By organizing workflows and streamlining updates, we ensured minimal disruption to daily operations and kept the focus on delivering high-quality results.
Result
This brand uplift went beyond refreshing visuals — it reinforced the company’s ability to evolve and adapt in a competitive market. Through thoughtful prioritization and close collaboration, we balanced the complexities of a brand refresh with the team’s existing workload.
>3
months of rapid execution: Achieved a comprehensive refresh of core assets within one quarter
90+
assets rebranded: Strengthened brand cohesion across the company, ensuring seamless integration by all team members, including new joiners
95%
productivity maintained: Delivered the uplift without compromising operational efficiency or the team’s momentum
Testimonial
Anastasia is a master at breaking down complexity into manageable tasks. She swiftly onboarded three new designers, establishing a strong foundation for further team scaling. Her ability to handle numerous stakeholders and deliver a tremendous volume of work is outstanding. Her implementation of metrics and visually compelling dashboards has been transformative for both the Design team and the entire Studio.
Kim Zuyderhoff
Former Manager at Lepaya
Anastasia is the most inspiring manager I have ever had. In addition to her strong technical and creative skills, she possesses the rare ability to identify and nurture the unique talents of each team member. She is highly organized and can effectively systematize all the design processes, making them clear and understandable for everyone. Furthermore, Anastasia has a great skill for giving and receiving feedback, which she uses to enhance our work environment. She would be an incredible asset to any company that values fostering a happy and efficient team.
Priscilla Alves
Senior Graphic Designer at Lepaya
