While at Vertex, I developed an adaptable yet consistent visual brand identity through the repetition of elements that are simple and similar, but capture Vertex's unique positioning as a cutting edge technology company. Designs were meant be both visually capturing (in order to improve online content performance) and easily replicable. At a small company like Vertex, branding work easily fell into the hands of those who may not be fluent in our brand expression. Brand elements needed to be easily duplicated by interns and non-design colleagues while remaining visually striking.