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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.
My Role:
Product Designer in a 2-member team
Services:
Branding, Strategy, 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.
Develop the company’s identity to reflect its market positioning - professional, innovative, creative, and premium, while ensuring consistency across all customer touchpoints.
Before moving to solutions, we collaborated with the marketing team to establish the core strategy by aligning the future identity’s mission and values with our personas’ needs, by analysing competitors to identify key differentiators, and by drawing the brand characteristics the company aims to be known for.
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.
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After several discussions and brainstorming with the marketing team and C-suite, 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. This dual archetype informed both the brand’s tone of voice and its visual identity.
The visual identity serves as the next key pillar in shaping how customers perceive the company. By systematically addressing elements such as the logo, typography, colors, patterns, and imagery, the team can effectively create diverse design materials tailored to different purposes.
The logo redesign process was one of the most intricate parts of the project. Multiple strategic and stylistic directions were explored. Firstly, we wanted to construct the logo out of fresh shapes and symbols that aimed to capture the future vision. However, these risked losing brand recognition. Therefore, the decision was to evolve rather than replace the existing symbol - refining its form, enhancing its symmetry, and upgrading its typography to be more cohesive and professional.
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The brand required a modern, tech-inspired, and professional look and feel. The company’s growth needed to be reflected not only in its values but also in every communication touchpoint. To maintain brand recognition, we chose to retain the signature blue, updating it to a more vivid tone. This was complemented by rose, purple, and green as secondary colors. The rose hue was a deliberate choice, while many creator brands opt for red, we wanted a subtle twist that would signal originality while staying within a familiar creative spectrum.
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Typography posed another challenge: whether to pair a serif with a sans-serif or commit to a single typeface. After extensive exploration, we selected Manrope for its versatility, clarity, and distinctiveness. Its clean, modern lines ensure readability across multiple platforms and contribute to a cohesive, easily recognizable brand identity.
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These patterns enable quick and easy product recognition, even without the logo. We began by using the company’s logo symbol as the foundation, then expanded the concept to include the video player, the core product feature. Thanks to their modular design, the patterns offer high flexibility, making them effective for use in graphics as well as masks for videos and images.
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The website was built on an information architecture tailored to the advertising tech sector, guiding visitors from product presentation and benefits to knowledge-sharing through the company’s blog. Each page maintains visual consistency while highlighting the core story of its content. Below are a few examples from the company’s resources navigation section incorporating the blog posts and case studies.
Compared to the website, social media visuals allow greater creative freedom since they don’t have to accommodate responsiveness. While the content remains eye-catching, it stays cohesive with the brand’s creative tone. The visual assets can also be adapted for different purposes across various social media platforms, such as Instagram.
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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, colors, 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, 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.