A robust icon system as part of a global rebrand.


Optimizely is a global leader in digital experience optimization, with leading-edge tools and insights to help companies get the most out of every corner of their digital footprint. In 2021, Optimizely overhauled their entire brand. I was brought into the team to develop a cohesive iconographic system that could be deployed across marketing and product communications.


Icon Design


Des: Andrew Brynjulson

CD: Jieun Jeong

The task was to develop an icon system that used the new Optimizely logo mark as a guide. That meant utilizing the mark's thick lines, segmentation, and color.

The icon system extended to general brand iconography as well as product identity iconography.

For a global organization like Optimizely, it was important to have a system like this that was consistent and built to grow.