Bigtincan Visual Identity • Danielle Morris

Building Bigtincan's First Brand System

I owned brand design strategy at Bigtincan for three years, building the company's first comprehensive design system from the ground up and deploying it across corporate, product, investor, and culture work. The system became the visual foundation for everything from quarterly investor events to product diagrams, SKO events, and executive comms.

Bigtincan • New York, N.Y.
Creative Director, Graphic Designer, Project Manager
Claire Rosas & Criswell Lappin
Figma, Photoshop, Illustrator

Context

Bigtincan, then publicly traded on the ASX, had grown through a decade of strategic acquisitions but didn't have a unified visual identity to match. As the company moved to consolidate its market position, leadership recognized that the brand needed to look and feel as cohesive as the platform it was selling.

Objective

Build a brand system that could carry Bigtincan's identity across every surface (corporate, product, investor, internal) and hold up under the operational reality of a global team shipping at speed.

Collaboration

Bigtincan engaged a branding agency to develop the initial logo and core components. From there, my internal design team owned the build-out: translating the agency's foundation into a full set of guidelines, templates, and frameworks designed for daily use by both designers and non-designers across the company.

Solution

Bigtincan's first comprehensive design guidelines, paired with a working library of templates, components, and frameworks. The system was built to be applied — not admired in a deck — so the deliverables prioritized what teams actually needed: a shared visual language they could ship from on day one.

Implementation

The refresh rolled out in phases to match business priorities and team capacity, starting with the agency updating the public website and the internal team deploying an employee toolkit. From there, the system extended into investor materials, product communications, executive presentations, and event design.

Outcome

The brand system became the visual foundation for three years of Bigtincan's most visible work, including the annual Investor Product & Tech Day (which contributed to an 8.46% share price increase), the Bigtincan Platform Diagram, the Virtual Sales Room, and two annual Sales Kickoff events. Many of those projects are featured separately on this site.