empathy.co
Services
Branding, Motion
Tools
Adobe CC, Figma, Sketch, Principle, Webflow, Framer ...
Client
Year
2018-2024
I joined empathy in 2018, when the company was still called empathybroker and had just around 30 people. I led the full rebranding into empathy.co and was responsible for scaling the brand across every touchpoint: from product and marketing to events and internal culture. As the company grew to over 300 people at its peak, I led the development and growth of the branding team that supported this transformation.
As Art Director and one of the most cross-functional designers on the team, I worked across branding, product, and communication. I helped shape a visual identity that was emotional, coherent, and meaningful, true to the company’s values but able to evolve with its growth. From building the Brand Center to designing product systems and storytelling campaigns, my focus was always on making the brand both usable and inspiring.
empathy.co is a tech company that designs private, ethical and human-centered search experiences for e-commerce. Their clients include global brands like Inditex, Carrefour, and Kroger. My work helped translate empathy’s values into a distinctive and consistent brand language across all touchpoints: from communication platforms and events to product tools like Playboard with its MVT testing tool.
As the company expanded, the branding team grew alongside it. I led a multidisciplinary team of 12 people, combining designers, motiongraphers and developers. Together, we built the Brand Center, a cross-functional tool designed to make the brand usable, scalable, and alive. It became a cornerstone for the company, ensuring consistency while allowing flexibility across departments and projects.
One of the key challenges of building and sustaining a brand from within was making it scalable and usable for both designers and non-designers. The Brand Center became a living system that had to be flexible, practical, and clear. I learned a lot from mistakes too: some ideas that seemed great at first didn’t scale well in practice. That experience gave me a deep understanding of what truly works and how brand systems live (and fail) in real environments.
