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 (consumer, agency, publisher, DSP) 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 — the single thread shared across all five sub-brands — provides the unmistakeable accent. Typography is Oswald for headers, Roboto for body.
