Consumable is an audio advertising technology company. I joined as their first and only in-house designer and built everything from scratch — brand identity, website, and a sub-brand system governing four distinct products.
The challenge: establish a premium, enterprise-credible brand that could speak to buyers at Bloomberg, Fox, and Fanatics — while governing four sub-brands with distinct audiences without losing cohesion.
Results: +70% LinkedIn engagement, 100% new-business win rate on PMP pitches, and a brand system robust enough to onboard external agencies without design drift.
Navy, jade & mint —
audio tech refined
Midnight Express anchors the system: a sophisticated near-black navy that reads authoritative without the sterility of standard SaaS blues. Yale Blue and Aztec Jade provide action-colour depth. A State of Mint — shared across all five sub-brands — provides the unmistakeable accent.
Designed and shipped
end-to-end
I designed the full Consumable website — homepage, brands & agencies, publishers, solutions pages, about, and news — built to convert enterprise buyers against Spotify, Pandora, and iHeartRadio. All 9 pages shown below.
View live site →
Three brands.
One shared thread.
Each sub-brand serves a distinct market but shares A State of Mint as its portfolio signal — distinct enough to stand alone, connected enough to belong together. I built full brand guidelines for each.
Deep-space purple system. TikTok-style infinite scroll. Montserrat type. Full UX/UI and brand guidelines across three product phases.
View case study →Dark electric purple with neon accents. DM Sans + Roboto Flex. Premium positioning for performance-focused advertisers.
Consumable's parent palette with Oswald and Roboto Flex. Technical precision and enterprise reliability for SMB and mid-market buyers.
Brand in the wild —
SONDA one sheet
SONDA is Consumable's performance podcast advertising platform — pay-per-action, AI-matched campaigns across premium podcast inventory. I built the brand system from scratch: Quiet Abyss deep purple anchors the identity, Athena Blue and Neon Light provide electric contrast, and Purple Hedonist gradient runs throughout. Typography is DM Sans for headers, Roboto Flex for body.
Below: the style guide and a production one sheet applying the full SONDA brand — the kind of sales collateral I designed for the commercial team to run in market.
Style Guide
Sales One Sheet — Applied
Sub-brand to
live product
EASI Ads is Consumable's self-serve podcast advertising DSP — built for SMB and mid-market performance marketers who want to run podcast campaigns the same way they run paid social. I established the original brand: Midnight Express navy paired with Seljuk Blue and A State of Mint, all Oswald headlines, Roboto Flex for body. Clean, trustworthy, and instantly intelligible to a performance marketing audience.
I designed the full EASI Ads website — homepage, pricing, and about — and the style guide that governs the brand across product, marketing, and sales.
Style Guide
Website — 3 pages
Brand built to
win business
The Consumable brand system was directly tied to commercial performance — every PMP pitch that used the brand materials was won, and LinkedIn engagement increased 70% in the months following the rebrand launch.
The system's coherence across three sub-brands meant external agencies could execute without constant design oversight — the brand governed itself through clear guidelines I established for each product.
From zero assets to a complete multi-brand design system governing web, app, social, advertising, and investor materials — all built and maintained as the sole in-house designer.