When Handmade Online acquired HOORAY!, their more established name and brand identity became the face of the combined business. I carried that identity forward, introducing a light refresh of the colour palette and typography to expand HOORAY! beyond its wedding-magazine roots and position it as a broader destination for all celebrations.

Continuing in my role as in-house designer, I implemented the refreshed branding across web, social, advertising, EDMs, and internal applications. I also consulted on communications around the transition, helping guide how it was managed for customers, sellers, and our external partners, while continuing to work with those teams to ensure consistent application across every touchpoint.