THE INSTACART BRAND
I joined Instacart just as they were unveiling a major rebrand. The visuals were well underway, but voice and tone? That was still up for grabs.
My employee orientation ended, and the voice and tone kickoff began. Literally. I closed one Zoom and opened another to start shaping the brand’s personality.
What followed was months of digging in, dialing it up, and defining the voice that lived in Instacart’s official brand book.
A PDF is nice. A sizzle? Even better.
When you’re rallying thousands around a new North Star, you best bring the energy.
The video couldn’t load. View the original video ↗
From Guidelines to Game Plan
To bring the brand to life in the real world, we built a platform that connected the dots. It was a practical, comprehensive guide to steer every piece of content Instacart was putting out. Think of it as rules of the road, made to move.
