Customer Alliance

Customer Alliance Brand Refresh

Brand ID / Customer Alliance GmbH / 2021 – 2024

During my time at Customer Alliance, I played a key role in shaping and evolving the company’s visual identity.

Customer Alliance GmbH is a Berlin-based SaaS company that helps businesses manage and improve their customer experience through feedback, online reviews, and reputation management tools. From leading rebranding efforts to delivering cross-platform campaigns and enhancing user experiences, I developed a wide range of creative assets with a strong focus on brand consistency, user engagement, and strategic impact.

Below is a selection of projects I contributed to across different areas.

During my time at Customer Alliance, I played a key role in shaping and evolving the company’s visual identity.

Customer Alliance GmbH is a Berlin-based SaaS company that helps businesses manage and improve their customer experience through feedback, online reviews, and reputation management tools. From leading rebranding efforts to delivering cross-platform campaigns and enhancing user experiences, I developed a wide range of creative assets with a strong focus on brand consistency, user engagement, and strategic impact.

Below is a selection of projects I contributed to across different areas.

Brand Strategy & Rebranding

I led the visual refresh of Customer Alliance’s brand, elevating its identity to reflect a more modern, consistent, and professional presence across all channels. Rather than reinventing the brand from scratch, the focus was on refining and unifying its visual system — resolving stylistic inconsistencies, optimizing the color palette, and establishing a more minimal and contemporary design language. This included updates to iconography, layout systems, and typography styling. The result was a cleaner, more coherent brand expression, supported by updated guidelines that enabled consistent execution across internal and external teams.

  • Brand refresh rollout across key channels
  • Visual system refinement (color, typography, iconography)
  • Updated brand guidelines for consistent application

Brand Strategy & Rebranding

I led the visual refresh of Customer Alliance’s brand, elevating its identity to reflect a more modern, consistent, and professional presence across all channels. Rather than reinventing the brand from scratch, the focus was on refining and unifying its visual system — resolving stylistic inconsistencies, optimizing the color palette, and establishing a more minimal and contemporary design language. This included updates to iconography, layout systems, and typography styling. The result was a cleaner, more coherent brand expression, supported by updated guidelines that enabled consistent execution across internal and external teams.

  • Brand refresh rollout across key channels
  • Visual system refinement (color, typography, iconography)
  • Updated brand guidelines for consistent application

Website Design & UX Enhancements

I was responsible for the design and continuous improvement of the Customer Alliance website, focusing on delivering a more intuitive and engaging user experience. I spearheaded major redesign projects, created new feature pages, and optimized content for multiple languages. By combining UX best practices with a strong visual approach, I helped increase usability, boost conversion rates, and elevate the overall digital presence of the brand.

  • Website redesign and visual refresh
  • Multilingual landing page designs
  • UX optimization and navigation improvements

Website Design & UX Enhancements

I was responsible for the design and continuous improvement of the Customer Alliance website, focusing on delivering a more intuitive and engaging user experience. I spearheaded major redesign projects, created new feature pages, and optimized content for multiple languages. By combining UX best practices with a strong visual approach, I helped increase usability, boost conversion rates, and elevate the overall digital presence of the brand.

  • Website redesign and visual refresh
  • Multilingual landing page designs
  • UX optimization and navigation improvements

Editorial Design & Print Materials

I created a wide range of high-impact print and digital materials to support the company’s marketing, sales, and event initiatives. From booth designs and event banners to brochures and editorial layouts, my work maintained visual consistency while adapting to diverse formats and audiences. Each project was designed to strengthen brand recognition and deliver clear, compelling messages.

  • Event assets: booth layouts, roll-ups, lanyards, etc.
  • Marketing materials: brochures, one-pagers, lead magnets, etc.
  • Large-format designs for trade shows and conferences

Editorial Design & Print Materials

I created a wide range of high-impact print and digital materials to support the company’s marketing, sales, and event initiatives. From booth designs and event banners to brochures and editorial layouts, my work maintained visual consistency while adapting to diverse formats and audiences. Each project was designed to strengthen brand recognition and deliver clear, compelling messages.

  • Event assets: booth layouts, roll-ups, lanyards, etc.
  • Marketing materials: brochures, one-pagers, lead magnets, etc.
  • Large-format designs for trade shows and conferences

Illustration Style & Visual Refinement

As part of the brand’s visual evolution, I elevated the use of illustrations in articles and educational materials. Rather than overhauling the system, I refined existing graphics—harmonizing color, line style, and visual tone to better match the refreshed brand look. This contributed to a clearer, more polished presentation across blog headers, infographics, and explainer visuals.

  • Refined visuals for blog and help center content
  • Harmonized style across editorial illustrations
  • Enhanced clarity and tone in infographic elements

Illustration Style & Visual Refinement

As part of the brand’s visual evolution, I elevated the use of illustrations in articles and educational materials. Rather than overhauling the system, I refined existing graphics—harmonizing color, line style, and visual tone to better match the refreshed brand look. This contributed to a clearer, more polished presentation across blog headers, infographics, and explainer visuals.

  • Refined visuals for blog and help center content
  • Harmonized style across editorial illustrations
  • Enhanced clarity and tone in infographic elements

Video & Animation Projects

To diversify and modernize the brand’s communication strategies, I produced dynamic motion graphics and animated video content. These assets were used for product explanations, event presentations, and social media campaigns, enhancing engagement and improving storytelling effectiveness across platforms.

  • Animated explainer videos for product features
  • Event presentation animations
  • Short-form motion graphics for online campaigns

Video & Animation Projects

To diversify and modernize the brand’s communication strategies, I produced dynamic motion graphics and animated video content. These assets were used for product explanations, event presentations, and social media campaigns, enhancing engagement and improving storytelling effectiveness across platforms.

  • Animated explainer videos for product features
  • Event presentation animations
  • Short-form motion graphics for online campaigns

Digital Campaigns & Social Media Assets

I designed a wide array of digital assets that powered Customer Alliance’s marketing campaigns and social media presence. This included responsive email templates, engaging LinkedIn carousels, digital banners, and advertising visuals. My work integrated seamlessly with marketing automation tools like HubSpot, Intercom, and Sendinblue, ensuring visually cohesive and high-performing campaigns.

  • LinkedIn campaign carousels and social posts
  • HTML/CSS-based email marketing templates
  • Digital ads and campaign visuals

Digital Campaigns & Social Media Assets

I designed a wide array of digital assets that powered Customer Alliance’s marketing campaigns and social media presence. This included responsive email templates, engaging LinkedIn carousels, digital banners, and advertising visuals. My work integrated seamlessly with marketing automation tools like HubSpot, Intercom, and Sendinblue, ensuring visually cohesive and high-performing campaigns.

  • LinkedIn campaign carousels and social posts
  • HTML/CSS-based email marketing templates
  • Digital ads and campaign visuals

Creative Operations & Project Management

Beyond creative production, I optimized internal design operations, streamlined collaboration with external agencies and freelancers, and managed the design asset repository. I implemented more efficient workflows, reviewed and approved all design outputs, and ensured high-quality, on-brand execution across all projects. 

  • Freelancer coordination and quality assurance
  • Design workflow and knowledge base development
  • Repository management and design tool administration

Creative Operations & Project Management

Beyond creative production, I optimized internal design operations, streamlined collaboration with external agencies and freelancers, and managed the design asset repository. I implemented more efficient workflows, reviewed and approved all design outputs, and ensured high-quality, on-brand execution across all projects. 

  • Freelancer coordination and quality assurance
  • Design workflow and knowledge base development
  • Repository management and design tool administration

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