Deel

Deel
Brand Design/Illustration (Full time)

Since 2018 Deel has aimed to make the hiring, onboarding, and payroll of global employees and contractors as easy as a 5 minute workflow. This includes the often overlooked (but crucial) step of ensuring that employers are compliant with international labor and tax laws in the localities in which they are hiring.

I was brought on in May of 2021 as a Senior Brand Designer and Deel's first in-house design hire. My initial role was to take an auditing snapshot of Deel's existing visual brand presence, taking stock of what was working, and how we wanted to evolve and hone Deel's visual personality. From there we set about incrementally pivoting Deel's existing brand to occupy this new tone.

As a young contender within the FinTech space, it was important to Deel's leadership to differentiate themselves from the arid landscape of blue and gray branding that dominates the industry and provide an alternative that captures the spirit of freedom that they hope to provide to their users, who now have the opportunity to hire or work anywhere in the world. We pushed this concept of freedom to the forefront of our visual brand through the repeated vibrant pairing of unexpected color combinations from our brand color palette and the development of a colorful, dynamic illustration style.

While our team has grown 3x in the past 6 months, my ongoing contribution to the brand evolution remains as the guardian and principal IC of our illustration system, as well as a primary contributor and de-facto art director for brand campaigns such as OOH, brand video, paid advertising, and social content.