Medium is known for thoughtful writing and strong editorial taste. As the platform scaled, applying that identity consistently across product and marketing grew more complex. Our role was to reinforce what already made the brand distinctive and make it easier to use across teams. We preserved core elements of typography, grid, and layout while tightening consistency across applications. Color and imagery shifted to better foreground writers and their voices. Behind the scenes, we built practical tools, templates, and systems that made the brand easier to apply across teams and touchpoints.