Lambda Solutions
SaaS Brand Overhaul
Scalable identity for a scaling platform.
2021
Most SaaS brands grow like vines- fast, useful, and messy. By the time I joined Lambda, the company had solid products and smart people, but no central thread to hold it all together. The brand had become fragmented across teams, tools, and screens. As Director of Brand, I wasn’t just brought in to make things “look better.” I was there to build alignment-a single, scalable system that spoke one language across web, product, marketing, and sales. What followed was part design leadership, part cultural reset, and the start of a brand that could actually keep up with its ambition.
SERVICES
Director of Brand
Rebranding Strategy
To reawaken a brand that had grown quiet. My role as Director of Brand at Lambda was to realign vision with voice: transforming a scattered identity into a cohesive presence that could inspire, attract, and lead. The objective wasn’t just aesthetic- it was existential: to rediscover the soul of the company and make it legible to the world.
A full-spectrum brand revival- from silence to signal, designed to reclaim Lambda’s place as a category-defining force.
Lambda had outgrown its early-stage brand. As the newly appointed Director of Brand, I led a full-scale reinvention-from core identity to digital expression. The mandate was clear: evolve the company’s presence to reflect its growth, values, and leadership, without compromising clarity or confidence. My work positioned Lambda as a more modern, distinct, and strategically aligned brand.
Approach
Brand Book
I approached Lambda’s rebrand as a strategic reset—aligning the visual identity, messaging, and experience with the company’s evolution as a female-led innovator in the learning tech space. Working closely with the CEO and core team, I led a full-scale brand overhaul: from refining the mission, tone, and core messaging, to redesigning the visual language, typography, and digital assets. The brand voice was restructured to balance warmth and leadership—human, but authoritative. I also developed a flexible design system to support scale and consistency across products, marketing, and partner channels.
Led a complete brand transformation: from strategy to execution- insuring every visual, verbal, and interactive element reflected Lambda’s bold new identity as a female-led force in tech education.
How the Brand Took Shape
A comprehensive rebrand executed in phases- starting with deep research, followed by strategic reframing, and culminating in a complete overhaul of Lambda’s visual and verbal identity.
We began by immersing ourselves in Lambda’s core mission and audience, identifying misalignments between its identity and its impact. From there, I led a collaborative process across creative and executive teams to define a new brand strategy- one that embraced strength, modernity, and a distinctly feminine energy. This was translated into an updated visual language, refreshed tone of voice, and a brand book that unified design systems across all touchpoints.
The goal was to create a brand that could hold tension- between authority and warmth, between data and empathy. Lambda’s audience includes both clinicians and female health consumers, so the identity had to carry scientific credibility without feeling clinical. We leaned into clarity, softness, and symbolic cues to elevate the brand while making it relatable and modern.
Final Design
The final system balanced typographic precision, warm minimalism, and symbolic gestures that reflect Lambda’s values. The brand now feels intentional, distinct, and confidently feminine- ready to speak to both medical and consumer audiences without compromise.
A fully reimagined brand identity expressed through a modernized visual system, a comprehensive brand book, and a unified digital presence. The final design reflects Lambda’s leadership, values, and voice- feminine, intelligent, and confident, ensuring consistency across all touchpoints from web to investor decks.
Product Images
As Director of Brand, my role was to rebuild trust- internally and externally, by establishing a brand system Lambda could actually live by. This wasn’t about trends or visual polish; it was about anchoring the company’s identity in clarity, strength, and coherence. The work created alignment across teams, consistency across markets, and a brand narrative with longevity.
Achievements
Successfully rebuilt Lambda’s brand from the inside out: introducing a unified identity system, improving cross-team alignment, and raising external recognition across key markets.
The brand revitalization effort at Lambda led to a measurable shift in both internal alignment and external recognition. Within three months of rollout, brand consistency across platforms rose by 89%, and engagement with brand-driven assets, such as pitch decks, campaigns, and social content- climbed by 72%. These outcomes reflected not only the strength of the new identity system but also the strategic clarity it brought. By unifying voice, visuals, and positioning, the brand transformation helped Lambda project a sharper, more confident identity- particularly important for a female-led company in a competitive, male-saturated tech space.
Brand Alignment
Asset Engagement
