Distillery Tech
Project
Brand Identity, Website & Marketing Systems / 2022-2025
Design: Angie Valadez
About Distillery
Distillery is a U.S.–based nearshore software development company that helps innovative startups and enterprise teams scale engineering capacity across Latin America. With a global presence and a focus on AI-powered development, Distillery partners with high-growth tech organizations to deliver world-class digital products and technical talent.
Overview
Distillery needed a brand and digital presence that matched its evolution into a global technology partner. I led a full visual transformation as the sole designer, redesigning the brand system, digital experience, and marketing visual foundation. The result is a cohesive, scalable identity anchored in the brand’s new global message: Never Settle.
My Role
Lead Brand & Digital Designer (solo)
I directed and executed the full brand refresh, digital redesign, and scalable design system. I collaborated with leadership and brand strategy partners to align visual direction, messaging, and narrative.
Scope
Brand System
Logo refinement & color system redesign
Visual language & iconography
Comprehensive brand guidelines
Digital
Website redesign (architecture, UI system, + new pages)
Landing pages & digital assets
Marketing & Sales
Sales collateral (decks, case studies, one-pagers)
Content & campaign creative templates
Internal & Events
Talent brand & culture programs
Event branding & environmental assets
Challenge
Distillery’s previous identity no longer represented its evolution into a technology-driven, global company. The brand lacked consistency and visual maturity, making it difficult to communicate innovation, credibility, and premium value to enterprise clients.
Key challenges included:
Outdated look that didn’t reflect a modern AI-powered tech partner
Inconsistent visual language across digital and marketing platforms
Limited scalability for new product offerings, regions, and audiences
Need to strengthen enterprise perception and global positioning
The refresh needed to reposition Distillery as a premium, forward-thinking tech partner while maintaining credibility, trust, and clarity.
Solution
We rebuilt Distillery’s brand and digital experience around clarity, innovation, and trust. I modernized the visual identity, refined the logo, introduced a new color system, and developed a scalable design language supported by iconography, typography, motion direction, and modular layouts.
On the digital side, I redesigned the website architecture and UI system, implemented new visual components, improved hierarchy and content structure, and created reusable templates for landing pages and campaigns.
The result is a unified identity and digital system that scales across marketing, sales, talent, events, and internal programs, cementing Distillery’s positioning as a premium technology partner.
A modern, flexible brand platform built to support long-term growth, expansion across markets, and AI-focused evolution.
Results
The refreshed identity and digital system strengthened Distillery’s positioning and drove measurable impact:
Improved perception among U.S. enterprise clients & partners
Unified brand execution across all teams and channels
Faster and more consistent campaign + landing page production
Stronger talent attraction and employer brand presence
Elevated trust and credibility aligned with a premium tech partner
Additionally, the brand rollout supported major milestones, including:
Launch of Distillery’s new brand platform and global message: Never Settle
Expansion of web content to highlight expertise across industries & technologies
Increased alignment between brand, sales, and growth initiatives
