Going Through a Rebrand Amidst a Pandemic to Grow a Company From a Single Marketplace to a SaaS Provider

Learning and insights of helping a company evolve its mission, values and visual identity in a forced remote work environment from an in-house perspective.

Luis
Luis
Mar 2 · 11 min read
Woman enjoying a coffee in front of a laptop at a coffee shop
Woman enjoying a coffee in front of a laptop at a coffee shop
Photo by Andrew Neel

Backstory

Some examples of two of the slides of the presentation I used to present my idea of unifying products.
Some examples of two of the slides of the presentation I used to present my idea of unifying products.
Some examples of two of the slides of the presentation I used to present my idea of unifying products.

What does it mean switching from a marketplace to a SaaS-led company?

The importance of the brand as part of the user experience

While there were some similarities in the style, some elements made the look and feel of each of the product different from each other, not giving a sense of ownership at a higher level.
While there were some similarities in the style, some elements made the look and feel of each of the product different from each other, not giving a sense of ownership at a higher level.
While there were some similarities in the style, some elements made the look and feel of each of the product different from each other, not giving a sense of ownership at a higher level.
The new designs provide a consistent look and feel and pattern that makes them sit under the same level and give a sense of belonging to a higher brand.

Product strategy vs brand strategy

The product strategy of our new SaaS approach

Representation of the brand new website clearly guiding the users to their respective products.
Representation of the brand new website clearly guiding the users to their respective products.
Representation of the brand new website clearly guiding the users to their respective products.

Consistency as part of making a brand approachable

The evolution and creation of the brand ecosystem based on the brand identity of each of the products.

Coordinating a rebrand in a remote environment

Set the foundations of a process even if it gets messy

Some examples of how we managed our tasks throughout the launch of the rebrand

In-house vs agency work

Embrace feedback and asynchronous change

Outcome

Conclusions

Find out more about Florence and what this rebrand means

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Luis

Written by

Luis

Lead Designer. Digital wanderer. Based in London. Passionate about all things design. Music, art and landscape photography enthusiast. www.luigiht.com

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +787K followers.

Luis

Written by

Luis

Lead Designer. Digital wanderer. Based in London. Passionate about all things design. Music, art and landscape photography enthusiast. www.luigiht.com

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +787K followers.

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