Role
Lead global distributed team of six including a freelance network of Copywriters and Designers.
From concept to go-live, I led strategy, art direction, branding, website redesign, and marketing assets update.
From concept to go-live, I led strategy, art direction, branding, website redesign, and marketing assets update.
The project
Talon.One is the one platform for promotions, loyalty and gamification.
It empowers brands to create moments that resonate - a small thank-you for a loyal purchase, a personalized reward after a long hiatus, or a tailored offer that feels like it was crafted just for you.
It empowers brands to create moments that resonate - a small thank-you for a loyal purchase, a personalized reward after a long hiatus, or a tailored offer that feels like it was crafted just for you.
A long overdue transformation
In 2024, we kicked off a super exciting and important project: developing and rolling out a much-needed brand refresh.
Talon.One began life in 2015 as a pioneer in automated promotions. When it comes to product, service, and revenue, Talon.One it's the clear leader. But by 2024, Talon.One had a brand and website that competitors could easily replicate, making it difficult to stand out in an ever-growing competitive landscape. We needed to change the conversation. We needed an emotional connection with our audience. We needed to give the brand a distinct personality to differentiate it.
The work before the work of brand refresh
Despite being a market leader in product, service, and revenue, Talon.One's brand failed to reflect its dominance. Our goal was to shift from feature-driven messaging to an emotionally resonant identity that would cut through a sea of sameness in the loyalty tech space.
Through a deep dive into customer insights, competitor analysis, and internal identity exercises we identified a powerful intersection of authenticity and opportunity of three core archetypes: the Hero (confident and inspiring), the Explorer (curious and versatile), and the Creator (innovative and expressive)
Explorations
Once the research was in place, we started exploring how we could apply the research and visual elements to the next iteration of the Talon.One brand. We experimented with color, type, layout, patterns, UI, and illustration- translating each archetype into its own visual language. This phase was all about testing.
Bringing the brand to life
After pitching the three archetypes to the founder, we landed on a hybrid direction - one that combined the Hero’s confidence, the Explorer’s curiosity, and the Creator’s innovation. It felt honest. Future-facing, but grounded. From there, we shaped the most authentic traits of the Talon.One brand into a clear, strategic positioning: Make every interaction count.
The shape of data
To bring our new positioning Make every interaction count to life, we created a layered, multifaceted, and hyper-flexible identity system. A unique strength of Talon.One is its ability to process massive volumes of data in real time. So we started from the raw: floating particles, scattered and untamed, each one a fragment of data. As Talon.One begins to analyze and calibrate, those particles converge, giving shape to something meaningful: the customer profile.
Inspired by the geometry of the Talon.One logo (three triangles, nine points), the visual system builds dynamic shapes that evolve with every new insight.
The Result
The new brand came to life across every touchpoint - marketing materials, sales decks, product UI, event booths, motion, and more. From the confident typography to the evolving particle system, every piece of the identity was built to reflect what Talon.One actually does: turn data into meaningful moments.
Why It Mattered
This strategic brand refresh wasn’t just aesthetic. It gave the team a sharper story to tell - one that helped raise $135M and unlock conversations with the enterprise brands. Beyond capital, the new identity gave Talon.One the credibility to move upmarket. The brand finally matched the product- and the ambition behind it.
