The Challenge: Redesign the brand identity system across a large SaaS product portfolio to modernize look and feel, and align visual brand expression with a new product strategy focused on integration and master brand clarity.

Transparency around the design process was crucial to gaining the trust of product management teams based in various geos, each with distinct markets and product-specific strategies

We worked closely with product owners and our design agency (Hybrid Design in SF) to narrow down identity options while keeping designs and design discussions tied to underlying product and portfolio strategy

Logo designs were evaluated across various contexts for individuation, legibility, and brand system continuity.

Styleguide patterns were developed and applied consistently across all products. This allowed teams to seamlessly work across products, and provided a common frame of reference for onboarding new product brands.