From mom & pop, to top spot.

Thanx Brand Refresh

Brand Strategy, Design, Visual Identity, Art Direction, Web Design, Illustration, Typography

Thanx provides customer engagement software for multi-unit, brick-and-mortar retailers. Thanx started by focusing on small businesses and consumers. But in 2020, our go-to-market had shifted significantly to focus on the enterprise, and a bigger focus on the restaurant industry. We needed to realign the brand to better resonate with our new Ideal Customer Profile (ICP).

I led our brand refresh process in partnership with our VP of Marketing. Together, and for the first time in the company’s history, we defined and documented the why behind the brand (mission, values, guardrails, etc.) to then inform an updated identity. I was personally responsible for all design work, spearheading brand surveys (both internal and external), brand exploration – typography updates, creative direction, photography, etc., as well as rolling out on the new, where I did design and solicited then managed the development team.

Lessons Learned

It’s funny how often you have to be reminded of certain things. Despite our best team efforts, this project was a great reminder of the age old creative trade offs: speed vs. quality vs. cost. We optimized for speed & cost, and in the long run, suffered quality issues on our new website. When all was said and done, it was a humbling reminder that sometimes it’s important to fight for a bigger budget or more time because otherwise it might cost you more in the long run.


Since publicly unveiling the brand refresh via in February 2021, and internally shortly before that, we did win 2 of our largest deals to date. Admittedly, wins like this are multi-factor, so I can’t claim that any one factor – like the new website – was 100% responsible for those wins. But safe to say it all has an effect overtime, and the brand is now more polished and consistent than ever before. This in turn makes the brand easier to work with for internal teams, like marketing, to reinforce the brand over time.


  • Art Direction
  • Branding
  • Strategy
  • Illustration


  • Thanx Marketing & Leadership Teams
  • Howard Development & Consulting [Dev]
  • Ash Durham [Dev]
  • Kelly Balch [Photography]