Decibel's technology redefined analytics — using behavioral insight to help brands form real connections with their customers. Its own brand didn't reflect any of that. I led the full rebrand: positioning, identity, and the design system that carried it.
My Role: Lead Designer + Art Director
The team: Lauren Denhof + Alvaro Ruiz + Bryan Sarmiento + Marian Castaneda
The identity was generic in a category full of sameness — no personality, no clear story, nothing that reflected the innovation of the product or gave people a reason to connect.
We positioned Decibel on a hybrid archetype: the Magician (innovation and transformation) blended with the Lover (empathy and connection), a warm, human personality in an analytics category that defaults to cold and clinical. From there, we built complete brand guidelines; color, typography, illustration, iconography, layout, and a scalable design system that improved usability and sped up development across the company.
If I were to revisit this work today (2026), I would integrate AI-assisted UX patterns like predictive search, personalized dashboards, and real-time scoring — while using modern AI tools to accelerate design, generate copy, and review layouts more efficiently.
