Brand Design at Clover
Design Manager | Brand Design | Clover (a Fiserv Company) | 2023–2025
I lead the creative direction for Clover’s brand identity system. My team is charged with bringing Clover’s new visual identity to life across a wide range of touchpoints and experiences. Our work focuses on communicating the value of Clover to prospective merchants (business owners, contractors, freelancers, artisans, etc).
We collaborate closely with Brand Marketing, Hardware, Demand Gen, Product Marketing, and other teams within our parent company. I also provide creative direction for partners at external agencies, and my team delivers regular feedback to guide their work and keep it on-brand.
The Vision
Our team’s vision is to craft a cohesive experience that delivers on our brand promise: from the first ad you see, to your first sale, to the day-to-day experience of running your business.
In partnership with HUGE, we’ve created a brand identity that aims to connect emotionally with merchants (and fill the sales funnel, of course). The work that we produce and advise on is intended to:
- Increase brand awareness
- Connect emotionally with merchants
- Fill the sales funnel
Our Role
My team designs key touchpoints (in particular, anything net new) to establish a north star for our creative work. This helps us refine our brand identity, expand its footprint, and ensures a consistent experience.
We also design templates to set other designers / teams up for success. Templates help to establish brand consistency, speed up execution, and streamline the process for everyone involved.
Often our job may be to provide creative / art direction for a project. A great example of this would be guiding an external agency in the creation of a sales sheet:
- Our team supplies a template
- We review and provide feedback on the work-in-progress
- The agency delivers work on-time and on-brand
Below is an example of print templates my team produced in early 2023.
Templates in action
These are two examples of documents produced in partnership with an agency and Fiserv’s Global brand team, which are derived from some of the templates mentioned above:
• Comparison documents for our two Kitchen Display System variants
• Sales sheets for a subscription product
Brand Playbook
My team is responsible for the maintenance and evolution of our Brand Playbook, which serves to guide the creative work of internal and external teams.
We maintain our Lingo Brand Portal so that a multitude of customers have easy, efficient access to a growing library of brand assets.
Email Templates
My team designed a series of over 20 email templates across 5 categories. These have been extended to other email campaigns and transactional emails.
eBook Templates
We created a generic template for digital eBooks, which have been used to create 3 specific eBooks so far by other internal teams.
Clover.com
Working closely with the VP of Brand Marketing, their team, and a fantastic creative team Code & Theory, my team helped guide the first phase of a redesign of clover.com
Environmental Signage
We worked closely with our Global Brand team to design a new tradeshow booth that brings our new brand identity to life. Our team created the artwork in Illustrator and then brought it to three-dimensional life in SketchUp.
Digital Ad Templates
My team worked in tight collaboration with our Marketing team to develop a series of digital ad templates, which are intended to serve as a north star for the creation of ads. The templates are separated into Top, Middle, and Bottom Of Funnel categories.
