The Hustle Brand Refresh

Overview

In 2020 I was approached by the President of The Hustle. They were experiencing massive growth and were ready to launch a new brand under the The Hustle umbrella. They needed new brand guidelines and fast. I worked with the VP of Marketing and other people on the Product team to refresh their brand and provide them with new guidelines that they could use across their organization to help them grow and grow with a consistent brand, messaging and imagery across all verticals.

my role

  • Partnered directly with the President of The Hustle and VP of Marketing.

  • Led the brand refresh process, from research through creative execution.

  • Delivered a comprehensive brand guideline system that could be used across marketing, product, and content teams.



TheHustleBrandGuidelines.jpg

Approach

  1. Discovery & Alignment

    • Collaborated with leadership to define the brand’s evolving personality and tone.

    • Audited existing visual and verbal assets to identify inconsistencies.

  2. Creative Direction

    • Crafted a refreshed visual identity including typography, color palette, and layout systems.

    • Developed a voice and messaging framework to unify communications across verticals.

  3. Execution

    • Designed a polished brand book featuring guidelines for logo usage, imagery, and messaging hierarchy.

    • Delivered assets in a scalable format, enabling internal teams to implement quickly.

Impact

  • Equipped The Hustle with a consistent, professional brand identity during a period of accelerated growth.

  • Enabled cross-functional teams (marketing, product, content) to align and scale seamlessly.

  • Created a system that supported future brand launches under The Hustle umbrella.