slice rebrand

I was hired on at Slice (then MyPizza) at a pivotal time. The founder, Ilir Sela, had been bootstrapping the company for over 5 years, and had recently taken on investors to build out a consumer brand. Partnering with an agency who did our initial research and identity mark, I led and executed our entire rebrand to Slice, including defining our brand name, values, mission, colors, UX library, email designs, marketing materials, and more. I've also been building out a team of designers and writers along the way.

A sampling of materials from the completed rebrand.

Transitioning from MyPizza

The MyPizza brand was based on a red and green palette and the name itself posed challenges. The goal of the rebrand was to create a clear, outward-facing representation of the values of Slice that would engage and delight both consumers and the pizzeria partners. 

identifying target markets

I partnered with a brand strategy agency to identify our core customers and their values. This starting point influenced the development of our wordmark, voice, and style guide.