A Full-Scale Rebrand Designed for Growth
Art Direction | Branding | UX/Web/Graphic Design | Video
Overview and Challenge
The product outgrew its name. Built for restaurants, it had grown into a platform that could serve any industry. The name and brand still said otherwise. A full rebrand was needed: new name, new identity, new everything.
My Role
Naming strategy, logo design, visual identity, website redesign, motion graphics, and trade show materials. Every creative discipline at once, working directly with executive leadership, marketing, and product teams.
Brand Evolution
The original name was too tied to one industry to travel anywhere else. A wide range of naming directions were explored before landing on the right one. The new name is a playful evolution of the word “automate,” built around simplicity, flexibility, and approachability. Final logo, wordmark, and tagline developed and presented for stakeholder approval. New color hues added to refresh the palette.
The original brand name and messaging was geared towards the food and beverage industry and didn’t leave much room for expansion into other industries.
A wide range of naming directions were explored and workshopped through collaborative strategy and brand discovery sessions.
The new name was developed as a playful evolution of the word “Automate.” A completely refreshed visual identity was developed centered around simplicity, flexibility, and approachability.
After extensive exploration and internal alignment, a final logo and tagline were selected. The complete lockup — logo mark, wordmark, and tagline — was developed and presented to stakeholders for approval.
New hues were added to enhance the color palette.
Brand Extensions
The system extended across seasonal variations, industry icons, background patterns, and animated assets. Built to show up consistently and with personality across every touchpoint.
Website
The redesign required working within an existing development framework. No full rebuild, just careful design thinking to modernize the experience and position the platform for enterprise growth. Old site sold to restaurants. New one sells to everyone.
Old Website
New Website
Marketing Materials
Trade show booth, environmental graphics, stationery, and apparel. The full new identity deployed across every channel at launch.
Tradeshows
Stationery
Apparel
The Outcome
A company that outgrew its name got a brand that could keep up. Naming through website, motion, and trade show presence. Every channel relaunched at once.
