THE INSTACART BRAND

I got my start at Instacart just as the company was announcing a major brand overhaul. The color palate and pixels were in capable hands. But no one was properly owning the voice and tone work. So as my new employee orientation ended, the Brand TOV KO began. (I don’t mean that figuratively. I literally ended my orientation and jumped into a Zoom to kickoff the Brand voice and tone work.)

The work below is a result of months of investigating, obsessing, and executing what became Instacart’s official brand book.