Masv is trusted by millions of users. Tasked to help create the Masv master brand guideline, which would combine the Masv brand itself and future new products under the Masv umbrella. The main objective was to transfer the feeling of trust and speed that Masv users enjoy to the entire brand.
Masv Brand & Web Redesign
Role
Art Direction, Brand, Graphic design
Contributors
Brook Wells (Brand & Visual Designer)
Paul Methot (Senior Product Designer)
Reported to Project manager: Ankit Verma
Results
• Set a design standard for the public Image
• effectively attract top talent and forge valuable partnerships
MASV is a fast, secure file transfer solution for creative professionals working with large media files. As the company scaled, it needed a more cohesive and strategic brand identity to match its evolving product and audience.
Situation
Task
The focus was to strengthen the brand foundation, improve digital performance, and create systems that scale with future growth. Each goal aimed to align visual design with business objectives and team efficiency.
Establish a unified brand identity that reflects the company’s values and connects with its audience.
Improve website performance and conversion through refined UX.
Develop a scalable brand system adaptable across platforms and campaigns.
Build long term brand equity to increase recognition and trust over time.
Support market expansion and adaptability as the brand grows.
To achieve these goals, I collaborated closely with marketing, development and leadership teams to align on brand direction and strategy. I started by auditing existing visuals to identify inconsistencies, then built a scalable brand system with clear guidelines for color, typography and components to ensure consistency across all touchpoints. Partnering with the Performance Marketing team I designed and tested new creative assets and landing pages optimized for conversion and engagement.
Action
Logo Construction
The letter 'M' in the MASV logo has a distinct width compared to the other letters, making it stand out as a unique icon on its own. Each letter in the logo is evenly spaced, and the outer edges of the 'M', 'A', and 'V' share the exact same acute angles in their construction.
This consistent design element adds balance and harmony to the overall logo
Logo Colors
The MASV logo consists of three different color variations to provide flexibility in various usage scenarios.
Here are the guidelines for each color variation:
Gradient (Main):
The gradient logo is the primary version and can be used on both light and dark surfaces.
Black (Support):
The black logo variation is designed for high contrast on light surfaces or for black and white print material.
White (Support):
The white logo variation is reserved for use on darker surfaces when the gradient logo lacks enough contrast.
Icon Library
For our iconographic language, we leverage the Material Symbols library, which is built by Google. Material icons are delightful, beautifully crafted symbols for common actions and items. With over 3000 icons in the library, there is a wide array of symbols to help achieve the clearest communication intent in any workflow.
A major benefit of using the Material library, is that it’s built on open-source code, helping streamline collaboration between designers, marketers and developers, accelerating our build times.
Our Photography
Creative Professionals are our customers, and we know the passion they have for their work because we are cut from the same cloth. These are photographers, videographers, editors and audio technicians to name a few. MASV lives with these creatives - on set, in their studios, at their homes. We are with them every step of the way as they move their files around the world, and so this is the photography that we need to show. We showcase the wide tapestry of people that we at MASV help in our small and mighty way on a daily basis. Show men with beards and beanies, women with sleeve tattoos, and diversify the race, genders, and age groups of our subjects.
Imagery Composition
When we consider composition, we need to consider grids and arranging our elements together in a way that can be scaled. Hierarchy of the elements will tell a story. Be mindful of scale, sequence of elements and their importance relative to the intent of the message. Our grid (shown) uses 8px (.5 rem) units in its structure. Elements can fit into this grid to create symmetry, balance and consistency in application.
Business Impact
Homepage signup conversion rate increased by 34%.
Web traffic to www.masv.io increased by over 200%.
They continue to hit record revenue targets following the rebrand.
Results
Long Term Business Impact
Improved brand perception and trust
Stronger conversion and onboarding experience.
Established a scalable foundation for future growth