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Jake Rochford

Tulip Brand Refresh

Evolving a young brand into a scalable, expressive system.2020 • Tulip Interfaces
Tulip is a manufacturing software company operating in a category dominated by established, conservative competitors.

I played a central role in a brand refresh that brought clarity, maturity, and cohesion to the identity, translating a previously exploratory visual language into a scalable system across product, marketing, and web.

Working in close collaboration with an external agency and illustrators, I helped define the visual direction and led key system-level work, including brand guidelines, website design, and internal tooling. The result was a more cohesive and expressive identity that aligned with the strength of the product.
Direction
The refresh focused on bringing maturity to an identity that had grown quickly but lacked consistency and a clear understanding of its audience.

The goal was to retain the brand’s distinctiveness while introducing clarity, cohesion, and a more confident presence across product and marketing.
Visual System
Tulip’s visual system was updated through a combination of 3D illustration and isometric iconography, developed in collaboration with external illustrators.

Together, these elements established a flexible language that could communicate complex manufacturing concepts while maintaining a distinct and expressive tone.
Web & Product Surfaces
The website was redesigned across desktop and mobile to reflect the updated identity, with a focus on clarity, real-time metrics, and interactions with subtle, tactile feedback.

Additional work extended into product surfaces, including forward-looking collaborations on the Tulip platform and application experience.
Systems for Scale
To ensure consistency across teams, I developed a set of internal systems and tools, including brand guidelines, presentation templates, and a modular social asset system in Figma.

These tools enabled non-designers to create on-brand content while maintaining quality and coherence across channels.

Credits

Tulip
Natan Linder, Chief Executive Officer
Madilynn Castillo, Senior Marketing Lead
Angie Lin Boyer, Brand Designer
Upstatement
Mike Swartz, Principal Designer
Nathan Hass, Principal Designer
Molly Butterfoss, Designer
Sam Winfield, Designer
Freelancers
Max Kulich, 3D Illustrator
Dan O'Shaughnessy, Icon Designer

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Jake Rochford
About

Resume
Email
LinkedinStack Overflow Rebrand
Freed.ai — Creative Exploration
Tulip Brand Refresh
Stack Overflow — Brand in Practice
Craft & Play