Thanx Brand Refresh

From mom & pop to top spot

Thanx had a brand without an identity. Initially founded as a company tailored towards working with small businesses, Thanx needed a brand that reflected their evolution into an enterprise business that attracted enterprise customers. As Brand Design Director, I led the ID refresh, from review, strategy, and creative direction, to design, implementation, and iteration.

Photo realistic mockup of a Thanx billboard

Thanx provides customer engagement software for multi-unit, brick-and-mortar retailers. Thanx started by focusing on small businesses and consumers. But in 2020, our go-to-market shifted significantly to focus on enterprise companies, with a specific focus on the restaurant industry. Thus, we needed to realign the brand to better resonate with our new Ideal Customer Profile (ICP).

I led our brand refresh process in partnership with our VP of Marketing. Together, and for the first time in the company’s history, we defined and documented “the why” behind the brand (mission, values, guardrails, etc.) to inform an updated identity. I was personally responsible for all design work, spearheading internal and external brand surveys, and brand exploration (e.g. typography updates, creative direction, photography, etc.) This project culminated in the rollout of a new, where I led design and managed the development team through implementation.

View the marketing website case study

Launch Website


Brand Design

Graphic Design, Brand Identity, Creative & Art Direction, Brand Strategy, Design Operations, Creative Consulting, UI Design

Art & Illustration

Custom illustration


Implementation, art direction, vendor sourcing, and project management



Thanx Marketing & Leadership Teams


Howard Development & Consulting

Ash Durham


Kelly Balch

Other projects

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