LinkedIn – OTIS Brand Refresh Supported the rollout of LinkedIn’s 'In It together' brand refresh, a strategic shift moving the visual language from a static job board to a warm, inclusive community.
Role: Art Director | key Achievement: Bridged between high-level Brand Guidelines and the "trenches" of daily marketing.
While the core identity (logo, typography, color palette) was established by the Brand Systems team, the challenge was scalability: How do we apply these high-level concepts to thousands of daily marketing assets without losing consistency?
Long Story Short
Supported LinkedIn’s introduction of a massive brand overhaul (Project OTIS) to shift from a "static job board" to a "warm, inclusive community."
My primary role was translation: taking the high-level new brand guidelines and interpreting them for day-to-day execution.
My Contribution:
Served as the bridge between the high-level Brand Guidelines and the "trenches" of daily marketing.
System Stress-Testing: Took the theoretical brand rules and applied them to complex real-world deliverables (ebooks, display ads, event booths), identifying where the guidelines needed to flex or expand.
In It Together
Deep Dive
“IN It Together” was part of a full-fledged marketing effort, including digital display, paid social media, online video, outdoor/out-of-home, radio, podcasts, search-engine marketing, and other partnerships.
Being part of this transition by LinkedIn gave me the opportunity to experience working on user experience strategy, web design, email strategy and design, banner advertising, digital and social design, print advertising, ebooks design, video creative and production, animation, campaign swag, and much more.
Here are some examples of my work:
IlluStration
LinkedIn introduced a new, fun style of illustration (by Illustrator Jamie Jones) that showed people having everyday connections and interactions.
Photography
LinkedIn documented real people from all around the world at work to develop a large library of thousands of photos.
SHAPES
Inspired by the ‘i’ in the LinkedIn logo, a circle and a rectangle are used throughout all materials as design elements.
Motion graphics/VIDEO
Following LinkedIn real people approach, video and motion graphic focuses on real people interactions.
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CREDITS:
Core Brand Identity: LinkedIn Brand Studio.
Illustration GIFs used in this page: Dani Montesinos
