Pump Identity

Before I joined Pump, the company had worked with an agency to develop a new brand identity. The problem was it had never made it past the deliverable. The new look hadn't been applied across the website, marketing channels, or any physical touchpoints, leaving the brand visually fragmented and inconsistent with where the company wanted to be.

Take ownership of the new identity and actually bring it to life across every surface. The goal was to close the gap between what the brand was supposed to look like and what it actually looked like in the world, while pushing the system further to feel sharp, technically credible, and built to scale.

Working closely with the CEO, I led the rollout and evolution of the identity across the full brand ecosystem. That meant a logo refinement, updated brand guidelines, a redesigned marketing site, email campaigns, paid ads, conference materials, and large-format OOH. The Muni bus wrap was a particular highlight, a real test of how well the identity held up when blown up to that scale.