Natalia Burris // Portfolio

Conversation Intelligence Heroes

A distinctive sub-brand identity for Conversation Intelligence Heroes that celebrated community advocates while maintaining connection to Invoca's corporate brand.

View Gallery

Sub-brand Identity

Building a Community Brand Identity

In the evolving landscape of customer advocacy and community engagement, Invoca recognized the need for a dedicated brand system that would celebrate and unite our most passionate users and advocates. The Conversation Intelligence Heroes program required more than just recognition—it needed a distinctive visual identity that would foster community pride and establish clear brand differentiation from our core corporate identity.

I developed a comprehensive brand ecosystem specifically designed to elevate community advocacy through strategic visual storytelling. This multi-year initiative spanned from 2020 to 2024, when the program evolved into RevEx Heroes during our company rebrand. The brand system encompassed every touchpoint of the community experience, from logo variants and custom illustration styles to typography hierarchies, color palettes, recognition badges, and supporting design elements.

This project demonstrated the unique challenge of creating a sub-brand that maintained connection to the parent company while establishing its own authentic voice and visual personality—ultimately fostering a sense of belonging and achievement within our advocate community.

The Challenge

Invoca needed to establish a formal customer advocacy program to systematically cultivate brand champions who could provide testimonials, speak at company events, and actively promote the platform within their networks. Without a dedicated community brand identity, the company lacked the visual framework necessary to create a sense of belonging, recognition, and pride among advocates. The challenge was to design a sub-brand that would differentiate the community program from corporate communications while maintaining brand alignment and fostering genuine emotional connection with our most valuable customers.

The Strategy

I developed a brand architecture strategy that positioned Conversation Intelligence Heroes as a prestigious community with its own distinct visual identity. The approach centered on creating recognition-based design elements—logo variants, custom illustrations, and achievement badges—that would make advocates feel valued and exclusive. I established a cohesive typography system, color palette, and design language that complemented Invoca's corporate brand while giving the community its own authentic personality. The strategy focused on scalability, ensuring the brand system could support various touchpoints from event materials to digital communications.

The Outcome

Working closely with the Customer Success team, the Conversation Intelligence Heroes brand system successfully launched Invoca's customer advocacy program, creating a thriving community that consistently delivered testimonials, event speakers, and organic brand promotion. The visual identity fostered strong emotional connection and program participation, with advocates proudly displaying their Heroes badges and engaging with branded community materials. The brand system proved so effective that it seamlessly transitioned during Invoca's corporate rebrand, evolving into RevEx Heroes while maintaining community continuity and member loyalty throughout the four-year program lifecycle.

Phase 1 — Recieve and review project brief

Collaborated with Customer Success and marketing teams to understand the customer advocacy program's objectives and target audience needs. Conducted research on community psychology and recognition systems to establish brand positioning that would differentiate the Heroes program while maintaining alignment with Invoca's corporate identity.

Phase 2 — Visual Identity Foundation & Logo System Creation

Developed the core visual identity including primary logo design and multiple logo variants for different applications. Established the foundational brand elements that would serve as the cornerstone for all community touchpoints, ensuring scalability and flexibility across various media formats and use cases.

Phase 3 — Brand Ecosystem Expansion & Design Language Development

Created comprehensive brand guidelines including custom illustration styles, typography hierarchies, and color palette systems. Developed the visual language and design principles that would govern all Heroes-branded communications and materials, ensuring consistency and recognition across the program.

Phase 4 — Recognition System & Badge Design Implementation

Designed achievement badges and recognition elements that would serve as the program's core engagement drivers. Created tiered recognition systems and visual rewards that would motivate participation while fostering a sense of exclusivity and community pride among advocates.

Phase 5 — Template System & Asset Library Creation

Built comprehensive template systems and supporting design elements for various program touchpoints including event materials, digital communications, and promotional assets. Developed scalable design resources that would enable consistent brand application across all customer advocacy initiatives.

Phase 6 — Launch Coordination & Ongoing Brand Evolution

Partnered with Customer Success teams to implement the brand system across all advocacy program touchpoints. Maintained and evolved the brand identity throughout its four-year lifecycle, culminating in the successful transition to RevEx Heroes during Invoca's corporate rebrand while preserving community continuity and member engagement.

"Watching customers proudly display their Heroes badges and volunteer as speakers confirmed that strategic community branding can turn your best customers into your most effective sales team."

Natalia Burris — Sr. Design Manager

Gallery

Project Snippets

This gallery highlights the end-to-end design process for Deltapath Mobile's transformation. From wireframes and custom iconography to the final user interface, see how strategic UX decisions came to life—including video demonstration of the manual meeting setup process and the innovative QR code functionality that simplified user access and became a key sales differentiator.

See More Projects

Natalia Burris // Portfolio

Conversation Intelligence Heroes

A distinctive sub-brand identity for Conversation Intelligence Heroes that celebrated community advocates while maintaining connection to Invoca's corporate brand.

View Gallery

Sub-brand Identity

Building a Community Brand Identity

In the evolving landscape of customer advocacy and community engagement, Invoca recognized the need for a dedicated brand system that would celebrate and unite our most passionate users and advocates. The Conversation Intelligence Heroes program required more than just recognition—it needed a distinctive visual identity that would foster community pride and establish clear brand differentiation from our core corporate identity.

I developed a comprehensive brand ecosystem specifically designed to elevate community advocacy through strategic visual storytelling. This multi-year initiative spanned from 2020 to 2024, when the program evolved into RevEx Heroes during our company rebrand. The brand system encompassed every touchpoint of the community experience, from logo variants and custom illustration styles to typography hierarchies, color palettes, recognition badges, and supporting design elements.

This project demonstrated the unique challenge of creating a sub-brand that maintained connection to the parent company while establishing its own authentic voice and visual personality—ultimately fostering a sense of belonging and achievement within our advocate community.

The Challenge

Invoca needed to establish a formal customer advocacy program to systematically cultivate brand champions who could provide testimonials, speak at company events, and actively promote the platform within their networks. Without a dedicated community brand identity, the company lacked the visual framework necessary to create a sense of belonging, recognition, and pride among advocates. The challenge was to design a sub-brand that would differentiate the community program from corporate communications while maintaining brand alignment and fostering genuine emotional connection with our most valuable customers.

The Strategy

I developed a brand architecture strategy that positioned Conversation Intelligence Heroes as a prestigious community with its own distinct visual identity. The approach centered on creating recognition-based design elements—logo variants, custom illustrations, and achievement badges—that would make advocates feel valued and exclusive. I established a cohesive typography system, color palette, and design language that complemented Invoca's corporate brand while giving the community its own authentic personality. The strategy focused on scalability, ensuring the brand system could support various touchpoints from event materials to digital communications.

The Outcome

Working closely with the Customer Success team, the Conversation Intelligence Heroes brand system successfully launched Invoca's customer advocacy program, creating a thriving community that consistently delivered testimonials, event speakers, and organic brand promotion. The visual identity fostered strong emotional connection and program participation, with advocates proudly displaying their Heroes badges and engaging with branded community materials. The brand system proved so effective that it seamlessly transitioned during Invoca's corporate rebrand, evolving into RevEx Heroes while maintaining community continuity and member loyalty throughout the four-year program lifecycle.

Phase 1 — Recieve and review project brief

Collaborated with Customer Success and marketing teams to understand the customer advocacy program's objectives and target audience needs. Conducted research on community psychology and recognition systems to establish brand positioning that would differentiate the Heroes program while maintaining alignment with Invoca's corporate identity.

Phase 2 — Visual Identity Foundation & Logo System Creation

Developed the core visual identity including primary logo design and multiple logo variants for different applications. Established the foundational brand elements that would serve as the cornerstone for all community touchpoints, ensuring scalability and flexibility across various media formats and use cases.

Phase 3 — Brand Ecosystem Expansion & Design Language Development

Created comprehensive brand guidelines including custom illustration styles, typography hierarchies, and color palette systems. Developed the visual language and design principles that would govern all Heroes-branded communications and materials, ensuring consistency and recognition across the program.

Phase 4 — Recognition System & Badge Design Implementation

Designed achievement badges and recognition elements that would serve as the program's core engagement drivers. Created tiered recognition systems and visual rewards that would motivate participation while fostering a sense of exclusivity and community pride among advocates.

Phase 5 — Template System & Asset Library Creation

Built comprehensive template systems and supporting design elements for various program touchpoints including event materials, digital communications, and promotional assets. Developed scalable design resources that would enable consistent brand application across all customer advocacy initiatives.

Phase 6 — Launch Coordination & Ongoing Brand Evolution

Partnered with Customer Success teams to implement the brand system across all advocacy program touchpoints. Maintained and evolved the brand identity throughout its four-year lifecycle, culminating in the successful transition to RevEx Heroes during Invoca's corporate rebrand while preserving community continuity and member engagement.

"Watching customers proudly display their Heroes badges and volunteer as speakers confirmed that strategic community branding can turn your best customers into your most effective sales team."

Natalia Burris — Sr. Design Manager

Gallery

Project Snippets

This gallery highlights the end-to-end design process for Deltapath Mobile's transformation. From wireframes and custom iconography to the final user interface, see how strategic UX decisions came to life—including video demonstration of the manual meeting setup process and the innovative QR code functionality that simplified user access and became a key sales differentiator.

See More Projects

Natalia Burris // Creative Showcase

Conversation Intelligence Heroes

A distinctive sub-brand identity for Conversation Intelligence Heroes that celebrated community advocates while maintaining connection to Invoca's corporate brand.

View Gallery

Sub-brand Identity

Building a Community Brand Identity

In the evolving landscape of customer advocacy and community engagement, Invoca recognized the need for a dedicated brand system that would celebrate and unite our most passionate users and advocates. The Conversation Intelligence Heroes program required more than just recognition—it needed a distinctive visual identity that would foster community pride and establish clear brand differentiation from our core corporate identity.

I developed a comprehensive brand ecosystem specifically designed to elevate community advocacy through strategic visual storytelling. This multi-year initiative spanned from 2020 to 2024, when the program evolved into RevEx Heroes during our company rebrand. The brand system encompassed every touchpoint of the community experience, from logo variants and custom illustration styles to typography hierarchies, color palettes, recognition badges, and supporting design elements.

This project demonstrated the unique challenge of creating a sub-brand that maintained connection to the parent company while establishing its own authentic voice and visual personality—ultimately fostering a sense of belonging and achievement within our advocate community.

The Challenge

Invoca needed to establish a formal customer advocacy program to systematically cultivate brand champions who could provide testimonials, speak at company events, and actively promote the platform within their networks. Without a dedicated community brand identity, the company lacked the visual framework necessary to create a sense of belonging, recognition, and pride among advocates. The challenge was to design a sub-brand that would differentiate the community program from corporate communications while maintaining brand alignment and fostering genuine emotional connection with our most valuable customers.

The Strategy

I developed a brand architecture strategy that positioned Conversation Intelligence Heroes as a prestigious community with its own distinct visual identity. The approach centered on creating recognition-based design elements—logo variants, custom illustrations, and achievement badges—that would make advocates feel valued and exclusive. I established a cohesive typography system, color palette, and design language that complemented Invoca's corporate brand while giving the community its own authentic personality. The strategy focused on scalability, ensuring the brand system could support various touchpoints from event materials to digital communications.

The Outcome

Working closely with the Customer Success team, the Conversation Intelligence Heroes brand system successfully launched Invoca's customer advocacy program, creating a thriving community that consistently delivered testimonials, event speakers, and organic brand promotion. The visual identity fostered strong emotional connection and program participation, with advocates proudly displaying their Heroes badges and engaging with branded community materials. The brand system proved so effective that it seamlessly transitioned during Invoca's corporate rebrand, evolving into RevEx Heroes while maintaining community continuity and member loyalty throughout the four-year program lifecycle.

Phase 1 — Program Discovery & Brand Strategy Development

Collaborated with Customer Success and marketing teams to understand the customer advocacy program's objectives and target audience needs. Conducted research on community psychology and recognition systems to establish brand positioning that would differentiate the Heroes program while maintaining alignment with Invoca's corporate identity.

Phase 2 — Visual Identity Foundation & Logo System Creation

Developed the core visual identity including primary logo design and multiple logo variants for different applications. Established the foundational brand elements that would serve as the cornerstone for all community touchpoints, ensuring scalability and flexibility across various media formats and use cases.

Phase 3 — Brand Ecosystem Expansion & Design Language Development

Created comprehensive brand guidelines including custom illustration styles, typography hierarchies, and color palette systems. Developed the visual language and design principles that would govern all Heroes-branded communications and materials, ensuring consistency and recognition across the program.

Phase 4 — Recognition System & Badge Design Implementation

Designed achievement badges and recognition elements that would serve as the program's core engagement drivers. Created tiered recognition systems and visual rewards that would motivate participation while fostering a sense of exclusivity and community pride among advocates.

Phase 5 — Template System & Asset Library Creation

Built comprehensive template systems and supporting design elements for various program touchpoints including event materials, digital communications, and promotional assets. Developed scalable design resources that would enable consistent brand application across all customer advocacy initiatives.

Phase 6 — Launch Coordination & Ongoing Brand Evolution

Partnered with Customer Success teams to implement the brand system across all advocacy program touchpoints. Maintained and evolved the brand identity throughout its four-year lifecycle, culminating in the successful transition to RevEx Heroes during Invoca's corporate rebrand while preserving community continuity and member engagement.

"Watching customers proudly display their Heroes badges and volunteer as speakers confirmed that strategic community branding can turn your best customers into your most effective sales team."

Natalia Burris — Sr. Design Manager

Gallery

Project Snippets

This gallery highlights the end-to-end design process for Deltapath Mobile's transformation. From wireframes and custom iconography to the final user interface, see how strategic UX decisions came to life—including video demonstration of the manual meeting setup process and the innovative QR code functionality that simplified user access and became a key sales differentiator.

See More Projects