Sprout Values Refresh
In 2025, Sprout Social refreshed its company values, not just as a messaging update, but as a deliberate shift to rally the team around a bolder, more ambitious chapter for the business.
As Senior Art Director, I led the creative strategy and development behind this evolution, translating the new values into a design system that lived everywhere team members and prospects interacted with Sprout’s employer brand, internally through team communications, murals and swag, and externally through recruiting channels.
Contributions
Creative Strategy, Art Direction, Visual Design
Auditing the past and writing the future
This project began with an audit of Sprout's values history to understand where the employer brand had been and how it had evolved. The resulting visual concept is rooted in the idea that evolution is about growth, not correction, building forward with intention rather than holding onto the past. That philosophy shaped a visual theme centered on endless shapes: symbols of continuous motion, interconnectedness, and infinite flow that reinforce Sprout's culture as an ongoing, shared journey.
Designing the values and defining the system
With the concept defined, the next step was building the full visual system. I designed four custom endless shapes, each aligned to a specific value through form and composition. Color played an equally intentional role, with each palette crafted to embody the sentiment and energy behind its value. The system was then extended into a flexible toolkit, including custom iconography, accent colors, and badges, built to scale across real-world activations.
