B2B technology platform rebrand
One system across the marketing site and the product.
B2B platforms often end up with two brands: one for marketing, another inside the product. They drift apart, and the gap is what customers feel as inconsistency. Delivered as a Brand Identity System: the logo system, the positioning under it, a color and typography system built to survive an interface, a brand guideline, and the applications a platform team ships with: deck, UI components and app icon.
Scope
- Everything in the Logo Kit
- Brand positioning and strategic direction
- Audience, market and competitive context
- Visual identity concept and rationale
- Color system and typography system
- Imagery and graphic direction
- Brand guideline
- Selected brand applications
- Production-ready digital files
Delivered with
Brand Identity SystemTreat the interface as a brand input
The interface direction was treated as a brand input from the first week rather than a downstream consequence. The result is a mark and a palette that were tested against real product states (dense tables, dark dashboards, small icons) before being signed off.
The identity concept and its primary lockup.
A system that survives a product
Deep teal carries the system, amber is reserved for emphasis, and the geometric sans holds legibility from a hero headline down to a table label. Contrast ratios were set as part of the color system, not discovered later in QA.
Color system and typography system, specified for interface use.
The brand guideline: construction grids, color and typographic scale.
What the team ships with
The applications are the assets a platform team uses every week: a presentation deck for sales, a component sheet the front-end builds against, and an app icon that stays readable at every size on a crowded home screen.
Sales deck and interface component sheet.
App icon in context.
Your brand could be next.
Begin with the guided Brand Discovery and see which system fits what you are building.