Decibel is unique. Its technology is smart and intelligent, redefining analytics as a way to form emotional connections with customers by providing insight into their behaviors. While competitors typically identify with the Sage Archetype, we found Decibel's true identity to be a hybrid Magician and Love brand.
We're positioning the brand as the leader in digital experience analytics - empowering clients with the ability to create, enhance, and foster deep connections with their customers, ultimately leading to conversion
My Role: Lead Designer + Art Director
The team: Lauren Denhof + Bryan Sarmiento + Marian Castaneda + Jessica Tsoi as well as product managers and engineers
The visual identity felt generic and didn’t reflect the company’s innovative spirit or the real impact its technology had on customers. It lacked personality and clarity, making it hard for people to connect with the brand or understand why Decibel was different. The rebrand was about more than just a new look — it was about giving Decibel a voice, a clear story, and a visual identity that felt bold, modern, and human — one that resonates with its audience and reflects the brand’s true potential.
The goal: establish a robust, scalable design system that not only aligned with Decibel’s brand but also improved usability and sped up development.
We designed detailed brand guidelines covering everything from color use, type, illustrations, iconography, patterns, and layout examples for marketing assets and products.
The Magician archetype leads, innovates, and transforms. The Lover archetype understands, relates, and connects. Combining these archetypes, we’re defining the personality of Decibel in a space crowded by vendors saying the same thing. The following guide will demonstrate how we use creativity to bring those characteristics to life, allowing us to differentiate and provide a new perspective—transforming the analytics experience into one that empathizes with customers as people.
Our color palette, typeface, and illustration style have been specifically crafted and chosen to evoke feelings of transformation, revelation, and inspiration. Colors are warm and welcoming with vibrant accents. The primary typeface, Degular, is both approachable and straightforward. Illustrations combine simple shapes and paths into compositions that represent each user’s journey and the ways Decibel can optimize their experience.
If I were to revisit this work today (2025), I would explore integrating AI-assisted UX patterns—such as predictive search, personalized dashboards, or real-time experience scoring—and ensure the design system has the structure to support those intelligent components.
I'd also leverage modern AI tools during the process to: Accelerate exploratory design with visual AI prototyping, use AI-generated copy as a baseline for interface microcopy, and audit content and layout logic more efficiently at scale.
