The brand identity developed is flexible and expressive, focusing on feeling aligned with creativity rather than mere aesthetics. The design process involved close collaboration with team members and external partners, resulting in a sense of ownership in the rebranding. Five core values - human, intuitive, honest, meaningful, and joyful - guide the identity, emphasizing warmth and curiosity. The approach seeks to navigate human-technology relationships while remaining grounded in everyday life, ensuring the brand resonates clearly and invitingly with its audience.
We designed the brand to be adaptable and open. There's a strong underlying structure, but it invites creative expression from the team. We want people to feel a sense of clarity and curiosity when they encounter the brand.
Clarity, curiosity and collaboration were also at the heart of the rebrand process itself. It was really important that everyone had a voice in shaping it; I think that sense of ownership comes through - it feels collectively ours.
At the core of the new identity are five values: human, intuitive, honest, meaningful and joyful. We stretch the boundaries of human-technology relationships, but we do it in a way that's grounded in people's lives.
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