Rocket Rebrand

In January 2025, Rocket went through a brand restage which looked at everything from brand purpose and archetype, to our digital experiences, to the visual identity. In my role as Design Director I was fortunate enough to have a leadership role in the new visual identity, working alongside my team at Rocket and our agency partner, Otherway. This was a huge undertaking beginning with extensive workshops, focus groups, and research and leading into many iterations before landing on the final brand. The new brand softened and humanized Rocket, bringing it into the ecosystem of modern branding. The new Rocket visual identity has been written about in AdAge, BrandNew, and various other design and advertising publications.

Rocket Visual Identity

Launch Event

To celebrate the launch of the new brand, we held a launch event for Rocket team members. This event allowed team members to immerse themselves in the brand, get branded swag, and learn about Rocket’s purpose, archetype, visual identity, and products. I functioned as a design director for this project, advising the event, merchandise, and creative teams on correct brand usage in the experiential space. I also helped to guide the visual identity content presented at the event. The goal was to keep it high-level enough for non-creative team members, while also showing the intentionality behind the brand elements.