VISUAL IDENTITY / EXPERIENCE / MOTION GRAPHICSCass Information Systems
As Senior Designer at SmartBug Media, the agency managing marketing for the Cass account, I led brand identity and design-system work alongside the motion graphics and campaign production that ran on it week to week. I authored the brand roadmap that set the direction for the rebuild, then built and shipped the system itself: a 64-page visual identity guideline, a token-based Figma library, and the onboarding materials to get the wider Cass and SmartBug teams using it consistently.
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Authored the brand roadmap diagnosing the legacy system's gaps and recommending the palette, typography, iconography, and photography direction for the rebuild.
Built the shipped 64-page Cass Visual Identity Guidelines and a companion token-based Figma design system, developing the color, type, and icon architecture from scratch.
Produced the account's ongoing motion and campaign work — social content, promo and explainer video, and trade-show graphics — applying the new system in live production.
Authored the brand-asset walkthrough guide that onboarded the wider Cass and SmartBug teams onto the new system.
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Replacing a legacy Trebuchet-based system with no documented construction logic, without breaking the sales and marketing assets already running on it.
Designing a color and type system that had to satisfy brand consistency and Microsoft Office/email licensing restrictions at once, resolved with a Verdana/Calibri fallback stack.
Art-directing three distinct photography pillars — Corporate, Facilities, Transportation — each demanding its own lighting and composition logic for very different subject matter.
Translating a strategy deck's recommendations into a production-ready, token-based Figma library rather than a static PDF, so the system would hold up under real design and motion work.
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Every recommendation in the brand roadmap shipped in the final guidelines, largely as proposed — a clean strategy-to-execution throughline.
Delivered a 64-page visual identity system spanning logo, color, type, iconography, photography, and full corporate stationery, replacing a fragmented, undocumented brand.
Exported the system as a Figma design-token library, keeping brand and production files in sync across 6+ months of ongoing motion and campaign work.
Onboarded the wider Cass and SmartBug team onto the new system via a dedicated walkthrough guide, cutting down on case-by-case re-derivation of brand rules.
Situation
Cass Information Systems automates accounts-payable, freight audit, and expense management for large enterprises — a company built on process and precision whose brand hadn't kept pace with that positioning.
The existing guidelines were dated: a legacy Trebuchet type system, an icon set with no shared construction logic, and no living source of truth. Just a static PDF that drifted further from production every quarter. Marketing and sales collateral had outgrown what the brand book could support, and every new designer on the account was re-deriving rules that should have been documented once.
I proposed a rebuild in a brand roadmap deck, diagnosing exactly where the existing system broke down and recommending the specific direction — palette, typography, iconography, and photography — the new guidelines should take.
Roadmap → Shipped System
Recommended shifting to Azure/Midnight primaries with green relocated to an accent role. Shipped as Ledger Navy and Statement Blue primaries with Approved Green as a secondary accent.
Recommended retiring the legacy Trebuchet system. Shipped Nunito Sans for headers and CTAs with Aptos for body copy.
Recommended a clean, stroke-based icon library. Shipped a custom icon system built on a documented 10px construction grid.
Recommended expanding direction to cover the business's full range of verticals. Shipped three photography pillars — Corporate, Facilities, Transportation.
Recommended evaluating a digital-first, living-document platform over a static PDF. Shipped as a token-based Figma library alongside the traditional guideline PDF.
Every recommendation in the roadmap shipped in the final guidelines, largely as proposed:
System At a Glance
64
Pages in the shipped guideline
10
Core color tokens, each with a tint ramp
3
Photography pillars
System
The shipped guidelines run to 64 pages and cover far more than logo and color — full corporate stationery, drinkware and apparel, and a documented color-usage discipline (roughly two parts white space to one part color) illustrated against a mock report layout, so the ratio reads as a rule to apply, not just a palette to admire.
Custom Email Signature
Developed a 64-page brand and Figma system to establish consistent visual identity across all visual brand assets, plus a custom email signature builder for Cass's four business units — enabling self-service signature creation per department with cross-client rendering support (Outlook, Gmail, Yahoo, Zoho, Hostinger, and more).
Rollout
Diagnoses & propose
Authored the brand roadmap: audited the existing system and recommended the direction the rebuild would take.
Strategy into system
Developed the full guideline system in Figma as a token-based design system, not a static layout.
Guidelines & onboarding
Shipped the 64-page Cass Visual Identity Guidelines alongside a companion walkthrough guide.
Into production
Exported the system as a Figma design-token library and carried it into ongoing motion and campaign work.
“Thank you for helping us turn strategy into something people could see, understand, and connect with. The creativity, professionalism, and collaborative spirit you brought to every conversation made a real difference.”
— Ann Webb Camp, Marketing, Enterprise & Facilities Platforms, Cass Information Systems
Campaign Performance
Once the system shipped, SmartBug's marketing team & creative put it to work across the account's demand-generation program. The figures below are from the team's Q2 2026 quarterly business review — agency-level account reporting, not a measure of this design engagement specifically, but the real-world environment the brand system had to perform in.
The Outsourcing Expense Management Guide — the quarter's core content asset, targeted at financial decision-makers and private equity — drove 546 sessions, 125 influenced contacts, and 11 form submissions on its pillar page.
The Last Mile Case Study campaign generated 535 influenced contacts through email and social promotion, sent to 301 contacts at a 9.09% average open rate.
New content ranked #1 for "Facilities expense management," "Freight audit management," "Utility bill management," and "Waste invoice management."
A 39.6% QoQ increase in publishing cadence drove a 223.6% increase in clicks and a 52.3% increase in interactions on LinkedIn.
37,695 visits moved through the funnel to 376 MQLs, 384 SQLs, 200 opportunities, and 5 closed customers in the 2nd quarter.
Social Media
Promotional Videos
Explainer Video
Gartner Booth
