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 developed clear brand guidelines for Decibel covering colors, typography, illustrations, iconography, and layouts.
Blending the Magician (innovation & transformation) and Lover (empathy & connection) archetypes, we created a warm, human personality that stands out in analytics. The design uses welcoming colors with vibrant accents, the approachable Degular typeface, and simple illustrations that reflect each user’s journey.
If I were to revisit this work today (2026), 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.
