Michelle Anderson
Brand Design + Art Direction
Brand Identity
Gropyus, a Berlin-based smart home and construction technology company, is rapidly expanding across Europe. With multiple teams—ranging from marketing and architecture to sales and product—producing diverse materials, the company needed a cohesive brand identity and design system that could scale with its growth while remaining clear, consistent, and aspirational.
Approach:
When I joined the team, I identified missing elements in the brand guidelines, and with a change in our company’s strategy including a shift in target audience, I uncovered opportunities to update and evolve our identity system.
Solution & Outcome:
Through the creation of refined templates, identity guidelines, and unified visual frameworks, I helped establish a scalable design system that strengthened brand coherence and storytelling across all touchpoints. With the new concept based on bold graphics representing unique selling points of our business, I helped craft a recognizable, forward-looking brand identity.
Role: Art Direction, Graphic Design, Copywriting
Core team: Charlotte Griffon, Cem Cicek