Table Rock Rebrand & Brand System
SENIOR BRAND DESIGNER
Table Rock hired me as one of my first projects to fix a brand that had outgrown itself, inconsistent, fragmented, applied differently depending on who touched it last. I rebuilt it from the ground up: type, color, and graphic system, then scaled it across guidelines, web, product, merch, decks, and client experiences, so it held up no matter where it showed up next.
2021 – Present
Full-time, in-house
BRAND IDENTITY
The challenge: Table Rock's visual identity was loose and inconsistent, not distinct enough to compete in an increasingly saturated influencer marketing space, and it wasn't scaling cleanly across the CEO/CD's growing list of brand surfaces (decks, gifting, CRM, social).
The solution: I led the brand refresh from concept through rollout, building a system designed for scale, in close collaboration with the CEO and Creative Director. The identity is now the default across every Table Rock touchpoint, the website, decks, PR gifting, the CRM, social, replacing a fragmented, inconsistent presence with one brand creators and partners immediately recognize.
A PEAK AT THE BRAND GUIDELINES
THE STARTING POINT
Table Rock had a logo and nothing else. No color palette, no typography system, no guidelines for how the brand showed up across decks, merch, or digital touch points. Every asset was built from scratch, one-off, with no shared visual language to build on.
I rebuilt the primary logo first. My main focus was proper balance between the wordmark and the sun and waves symbol, so neither fights for attention. The new palette hits proper contrast ratios across every use case, print, screen, merch, so accessibility isn't an afterthought. That gave us a system to build from as the company scaled.
SOCIAL MEDIA MANAGEMENT
The challenge: Table Rock needed a consistent, recognizable presence on Instagram to attract both brand partners and influencer talent, but had no defined content cadence or visual system.
The solution: Took ownership of the account as social media manager. Built a consistent posting rhythm across photo, Reel, and Story content, working with the Video & Content Production team to keep output aligned with the Table Rock’s brand.
This grew Instagram from 3,500 to 6,600+ followers (+89%) through a consistent posting schedule spotlighting Table Rock's roster of creators.
CRM/UI Design
The challenge: The internal team needed a faster, cleaner way to track and manage client and creator communication that could serve as a front-end for Salesforce and didn't have one.
The solution: Partnered with the dev team and Creative Director to design the UI for Table Rock's custom Salesforce front-end CRM, building a design system that scales across both Table Rock employees and creators’ mobile and desktop.
DECK TEMPLATE
Built a deck template system that cut deck creation time across the team and enforced brand consistency at scale.
PITCH DECK
COMPANY MERCH
The problem: Table Rock needed a tangible extension of the brand. Something that could land in the hands of clients and creators and reinforce the identity beyond the screen.
The solution: I collaborated with the Creative Director to curate and design an annual branded gift box sent to clients and creators. Each box holds Table Rock's core themes, social-first, SoCal, beachy palette, while flexing into a new seasonal concept every year, always recognizable as Table Rock, never repeating itself. Every element carries the identity through: custom product inserts, branded swag, standout pieces like a custom Camp Snap camera and hoodie, turning a gift into a physical brand moment.
