Rebrand + Website for Neato
Neato is a 2P eCommerce acceleration partner that runs Amazon like a real retail business for middle-market and enterprise CPG brands. I led a full rebrand, designing the smiley wordmark, a Lausanne-based type system, a punchy color palette, a custom icon library, and the marketing website, to land one clear promise: "Amazon. Handled." The result is a brand that feels fresh, confident, and unmistakably alive.
I built the identity around the new "neato" wordmark and smiley "n" mark, a friendly, ownable symbol that signals the brand’s playful, quick-thinking personality while staying sharp enough for an enterprise audience. The logo was designed to work in both light and dark, anchoring everything from the site header to social.
I designed the type system on Lausanne, with a clear hierarchy from big, expressive display moments down to readable body copy and structured calls to action, so every headline feels bold and every page stays easy to scan.
The color system pairs warm, candy-leaning brights, Buttercream, Flamingo, Sunset Strip, with grounded neutrals and a deep "Vault" near-black, giving the brand range to feel energetic in campaigns and composed in product UI.
I created a full custom icon library with light and dark variants, Bedrock, Hive, Brand HQ, FLOW, Recon, Money, and more, to give Neato’s services and internal tools a cohesive, branded visual language.
I designed and art directed the marketing website around the "Amazon. Handled." promise, from the hero through the "How 2P Works" model, "The Sauce" service grid, and conversion-focused CTAs, plus social content and campaign creative that carry the same bold, witty energy across every channel.