THE INTRO
Displate built a strong business around premium metal posters and licensed pop culture art. But as the company scaled, the brand began to drift.
Different teams interpreted it in their own ways. Visuals became inconsistent. Voice fragmented. The gap between what Displate was and what it needed to become kept growing.
For a company rooted in fandom, this wasn’t just a design issue. It was an identity problem.
The brand hadn’t been meaningfully updated in over a decade.
As the business expanded, there was no system holding it together, no clear hierarchy, no shared understanding, and inconsistent execution across teams and markets.
Internally, confidence eroded. Externally, the brand drifted. Partnerships began to stall.
MY ROLE
I took ownership of the brand refresh from day one.
I paused the agency, aligned leadership around a clear direction, and re-engaged the work with sharper strategy. I led decisions across positioning, visual identity, and voice, and worked directly with the C-suite to maintain alignment.
Following delivery, I expanded the initial guidelines into a 99-page brand system and led rollout across marketing efforts representing $30M+ in spend.
THE BRAND IDEA
At the center of the refresh was a simple truth:
Your collection reflects who you are.
The brand was built around reflection and shine. The metal surface reflects light, but more importantly, the art reflects identity, taste, and the stories fans connect with.
This moved Displate from a product-led brand to one grounded in self-expression and fandom.
THE SYSTEM
The refresh was built as a system.
It defined how Displate makes decisions across product, marketing, and partnerships, from hierarchy and fandom framing to scalable creative rules.
The goal was clarity. A shared framework teams could use with confidence.
THE ACTIVATION
To drive adoption, I directed an internal launch video designed to build excitement and alignment.
We paired it with a full suite of assets, decks, templates, and real examples so teams could immediately apply the system.
THE RESULTS
The refresh achieved full internal adoption and is now embedded across the organization: All holiday marketing transitioned to the new system. Creative quality and consistency improved across channels. Engagement increased through clearer storytelling.
Most importantly, the brand unlocked new momentum in partnerships, helping secure relationships with PlayStation, Fortnite, and more.
The refresh changed how Displate shows up, decides, and creates.
