2022
Groupon
Brand Identity Evolution
Client: Groupon’s inhouse design agency
My Role: Senior Art Director, Team Lead
Tools: Adobe Creative Suite + Figma
Challenge
In 2022, following the disruption caused by the COVID-19 pandemic, Groupon needed to reframe its brand to remain relevant in a rapidly evolving digital commerce landscape. The challenge was to evolve the brand identity while preserving its core recognition, creating a more modern, flexible system that could resonate with changing consumer behaviours and support consistent expression across global markets, campaigns, and digital platforms.
My Approach
Following the market shift after COVID-19, Groupon began evolving its brand identity in 2022 to reflect its updated positioning. As Senior Art Director, I led the creative process from strategy to execution.
I conducted research into brand values, market context, and audience needs, then collaborated with cross-functional teams to define the creative direction.
I guided the visual identity development, including logo, colour palette, typography, and supporting assets, to ensure a cohesive and scalable system.
Finally, I created brand guidelines and oversaw rollout across digital and marketing channels to maintain consistency and strengthen brand recognition.
4 concise main results of the Groupon Brand Identity Evolution
Design production time reduced by 12% through a streamlined and scalable visual system.
Global Brand Consistency
Enabled consistent visual communication across markets and channels.
Scalable Design Framework
Created brand guidelines for marketing and product teams to implement the identity effectively.
Stronger Brand Recognition
Reinforced Groupon’s visual presence and clarity in the marketplace.
