In 2018, I was part of a small team of four creative leaders at Evernote selected to help steer a top-to-bottom corporate rebranding effort in partnership with DesignStudio San Francisco. Throughout numerous explorations into evolving the identity, we ultimately chose to resist the impulse to do something brand new simply for newness’ sake, and honed in on a subtle evolution of the mark that brought forth a number of improvements. From there extended a new design language of shapes and colors, photographic stylizations, product interface updates and more.