Blinq
Scaling a new brand identity for a fast-growing tech startup - across every touchpoint, from the inside.
Blinq is a digital business card platform used by over 4 million people worldwide, including teams across 93% of the Fortune 500. As the company matured, its original brand - built in the early days of a side project - needed to catch up with the company it had become.
Overview
Creative Lead. Leading two in-house designers, collaborating with in-house motion and web specialists, and external agencies
2025-6
Brand, Design System, Web, Email, Marketing, Sales Collateral, Motion, Internal
New brand launched April 2025 across web and marketing, with further rollout ongoing.
The Challenge
Blinq had grown rapidly but its brand hadn't kept pace. The visual identity lacked the distinctiveness and scalability needed to sit alongside Fortune 500 clients and compete in an increasingly crowded space. The brief was to build a brand that could hold two worlds at once - polished enough for enterprise, warm enough to feel human.
Joining the process
By the time I joined, Blinq had engaged global brand studio Ragged Edge (the agency behind the Wise rebrand) to set the strategic and creative foundations. I stepped into an active engagement, joining calls to help pressure-test and develop the brand from concept through to delivery, ensuring the creative vision could translate into something an internal team could build and scale.
Building the system
From the foundations Ragged Edge established, I led the in-house build of a full design system and component library in Figma - covering typography, colour, illustration application, and every marketing surface. This became the single source of truth for the team across all brand output.
Scaling across every touchpoint
I led the internal team to scale the new identity across web, email, sales collateral, marketing, and internal brand - managing timelines, creative output, and stakeholder priorities throughout. Navigating between creative ambition and the day-to-day demands of a fast-moving business required constant prioritisation and clear decision-making under pressure.
Campaign & content
I collaborated with on the brand campaign shoot, developed by Ouzo Studios. Helping guide key decisions around locations, look and feel, and creative direction in line with the established brand. I also provided briefs to the team to support motion and photography output across the launch.
