Crunchtime — Brand & Website System

The Challenge

After acquiring multiple companies, Crunchtime faced a fragmented brand identity that no longer reflected its expanded mission or customer base (e.g., Taco Bell, Chipotle, Jersey Mike’s, franchise leaders). The legacy brand—25+ years old—felt outdated, inconsistent, and inefficient to maintain across internal teams and external partners.

Key needs:

• A cohesive, updated visual system

• Scalable assets and templates usable across web, sales, marketing, and internal tools

• A site redesign that elevated messaging and conversion for enterprise buyers

My Role & Collaboration

As the designer embedded in the marketing team, I worked directly with the Creative Director, VP of Marketing, Product Marketing, and an external agency to:

• Define brand goals based on market positioning and acquisition strategy

• Manage design integration across 3+ acquired platforms

• Serve as brand “translator,” ensuring clarity and consistency across all touchpoints

Deliverables included:

• A redesigned, modular logo and wordmark system (via Famous Folks)

• Color and typography guidelines that balanced modernity with professionalism (via Famous Folks)

• Spot illustration style and icon system for enhanced visual storytelling

• UX-first website wireframes and designs, optimized for enterprise lead capture

• Template systems for case studies, decks, explainer videos, social, email, infographics, and sales assets

• Motion and interaction direction, including demo animations

Strategic Approach

Systemization, not refresh: Rather than a quick re-skin, I helped build a brand ecosystem—modular, reusable, and intelligent.

1. User-centered structure: Site and asset templates were designed around enterprise buyer journeys—clear CTAs, client stories, product details.

2. Cross-team enablement: Co-created tools and templates with marketing, product, and sales to ensure adoption across internal teams.

3. Lean rollout: Prioritized foundational brand assets first, then built outward—moving fast without losing consistency.

Impact & Business Outcomes

Brand coherence across 100+ assets and channels

• A new website structure optimized for demo requests, enterprise lead nurture, and up-sell clarity

• Marketing and product teams now use consistent templates—cutting design handoffs by ~40%

• Sales teams report greater confidence and alignment when presenting to prospects

• The brand system now serves as the foundation for future acquisitions, product launches, and marketing campaigns