RudderStack Brand Refresh

Goal

RudderStack aims to make data more impactful for teams to use. The company has undergone several full and partial rebrands, meaning lots of lingering legacy elements.

We needed to consolidate the brand and simplify it so that it presented more cohesively and could be expanded upon more intentionally in the future.

Role

In the wake of major organizational restructuring, I rallied and led the team to audit and streamline our brand identity. This involved conducting internal and external research, getting buy-in from leadership, working with teams across the company, and creating new assets and templates.

Result

The new brand guidelines enabled our growing team to produce content more consistently and independently.

They also led to the creation of a new web component repository, improving handoff between web design and development. This would later help with the redesign of our company homepage, a critical shift toward enterprise customers.

Conducted an audit of existing brand assets and identified elements that worked or didn’tTakeaway: Highly varied styling. In isolation and as a whole, nothing felt distinctly RudderStack

Took a peek at what competitors were doing
Takeaway: Lots of green and purple, an opportunity for our brand blue to shine. More motion work, an area we could invest more in

Collected samples from other data brands, brands we admired, and brands doing things that might work for us
Takeaway: A more limited palette with an emphasis on our primary color would help tie everything together across platforms

Select pages from the new brand guidelines, which were simultaneously simpler and more comprehensive
View full RudderStack brand guidelines →

Ads created after the brand refresh
The intent was to consolidate the brand and establish an identity that could be expanded more intentionally in the future

Before: Disjointed collateral templates and indistinct branding
After: More cohesion as a system and clear brand indicators

Button components in new web repository

Form components in new web repository

New homepage concept geared toward enterprise customers
Designed by Suhani Harish →

Team

Brand, marketing, content, web, sales, product, leadership

Tools

Adobe Illustrator, Photoshop, Figma
Google Docs, Slides, Sheets
Linear