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By teaming up with the company's creative director, I worked on the company's rebranding. This case study showcases the end-to-end process of redefining a brand, covering everything from brand strategy, logo design, and visual patterns to the creation of customer-facing assets, including the website, social media content, and internal communication materials.
Company:
Connatix, SaaS
My Role:
Advertising tech
Services:
Branding, Visual Design
Timeline:
October 2022 - October 2023
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When the company was founded, its brand identity reflected a young, agile start-up: energetic colors, playful typography, and a look that communicated bold experimentation. Over time, however, the business evolved into a recognised industry player with ambitious plans, aiming to become the number one brand in its market.The existing visual identity no longer reflected the company’s maturity, expertise, or vision for the future. Stakeholders agreed that the brand needed to evolve to support market leadership ambitions, without losing the recognition and trust built over the years. The company’s primary product is a video player, complemented by features for contextual analysis and advertising.
The rebrand was validated against the needs and goals of four marketing personas, that were previously established. By mapping design decisions to persona needs, the rebrand maintained strategic focus while balancing emotional and rational appeal.
After disccusions with the marketing team and founders, the brand’s primary archetype was identified as The Creator, with The Hero as the secondary. The Creator is driven by innovation, originality, and artistic expression. The brand thrives on empowering clients to bring ideas to life. Complimentary, the Hero is determined, bold, and achievement-oriented. The brand aims to lead its field, inspiring trust through action and results.This dual archetype informed both the brand’s tone of voice and its visual identity, by leveraging the Creator’s imagination balanced with the Hero’s clarity and strength.
Correlated Ad Schedule features were mapped together to make UI changes easier to track, and a real-time visual preview was introduced to show how schedule adjustments would impact the video player. The video player preview updates dynamically based on the Ad Schedule configuration by using the existing design system tokens.
Given the complexity of the advertising domain and the varied expertise levels of our users, it was essential to simplify processes without compromising functionality. To achieve this, I collaborated closely with the development and product teams to understand the underlying logic and dependencies of the ad scheduling system, clarify advertising terminology and edge cases, and ensure that all proposed changes were technically feasible.
After refining and finalising all the strategy's details, it was essential to bring the new brand to life across every customer touchpoint. Below, I’ll showcase examples including blog website pages, social media posts, and internal swags designed for all of our employees. The website has been constructed based on an information architecture suitable for the advertising tech business. Below are just a few examples from the several pages designed for the company's website
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Social media is another crucial customer touchpoint where marketing must effectively communicate all product updates and features. While the content needs to be eye-catching, it still maintains brand cohesion with a playful tone. Above are several Instagram examples designed to showcase blog posts, highlight employees, or feature industry trends.
Employees are also an important brand touchpoint, representing the company’s spirit in both conversations and culture. To help them embody the new branding, internal swag items were designed featuring the updated logo, colours, and typography, ensuring brand cohesion across all interactions.
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The rebranding process successfully bridged the gap between the company’s start-up roots and its vision of becoming the market leader. By refining the logo, updating the color palette, selecting versatile typography, and expanding the brand’s visual language through patterns and cohesive touchpoints, the brand now reflects both the creativity of the Creator archetype and the determination of the Hero archetype. From digital platforms to employee culture, every interaction now carries a consistent, professional, and inspiring identity. This evolution not only strengthens market positioning but also reinforces customer trust, setting the stage for the company’s next chapter of growth.