Rebranding and Tech: Common Challenges from Founders to Corporates
Intro
When it comes to design for tech, I’ve noticed several recurring patterns among the founders that were discussed in our first steps on the creative phase. Over the past few years, I’ve had the opportunity to collaborate with a variety of tech companies—from early-stage startups to more established players that have been in the market for years.
Most common needs to address
Some of the most common needs to address in today’s tech-creative sphere are:
- Explaining complex digital products in a simple and understandable way that will allow early consumer adoption
- Withstanding the test of time and remaining competitive and memorable
- Keeping the visual identity flexible across all possible touchpoints and platforms
- Humanizing the brand or company, specially true for those AI driven
- Competing in a vast market and standing out
Between many more.This then poses the question, how does design help tackling them?
Humanizing the Brand or Company
A few years ago, I collaborated for the first time with Pocketworks a UK-based company, on their rebrand. The company develops mobile applications and is primarily made up of tech and engineer profiles. Being a mid-sized business, the brand aimed to represent everyone within the company. Interesting enough, their mission is to create apps that have a positive impact on the planet.
How did we collaboratively approached the challenge of a re-brand? First, every team member had a say during the creative phase. We crafted a visual language that blended tech and humanity, highlighting a more familiar and playful side while still maintaining a tech edge.
How Do You Stand Out?
In 2024, I worked on the visual identity for Renasce, a newly launched Italian tech and AI company in the hiring space. The company launched a platform designed to be radically different from what already exists in the online job market, their main differentiator is that the product focuses on promoting candidates’ soft skills through a bespoke AI algorythm.
The founders wanted to convey a sense of revolution in and industry that has been in desperate need of some fresh perspective. We took inspiration from urban graphics and combined them with a tech-savvy and Gen-Z-friendly language. Two contrasting worlds—often, the key is to connect opposites to create something fresh and unexpected.The final result was a proposition of a highly colourful complete visual identity, in stark contrast to the typical imagery associated with hiring platform.
Withstanding the Test of Time
It’s easy to fall into the trap of trends, especially with constant exposure to them. The creative challenge for some companies, particularly more established ones, is staying relevant over time while keeping their memorability. Take Capstone Green Energy, a rebrand I worked on for the American studio Rhoad. The company was undergoing a green transition and needed a new identity. The challenge was to design a mark that not only felt at home in digital contexts but also performed well physically,—especially on outdoor product applications.
Since this was a rebrand, we had to account for an existing, well-recognized system already embedded across many touchpoints, which made the task even more complex. As a team, we explored multiple variations and symbolic directions while staying true to the current brand and respecting its heritage. We found balance in a symbol that, while simple and minimal, encapsulates the brand’s visual language and core values—communicating evolution without disrupting the previous style and maintaining brand recognition.
From app to stadium.
When designing a brand identity today, it's essential to consider its versatility across all applications—both static and dynamic. A modern visual system must work seamlessly across formats and experiences, from digital interfaces to large-scale environments. Kama is a perfect example—an Italian tech startup in the football industry. From the outset, we focused on building a visual identity that was highly adaptable.
The system was designed to perform consistently across social media, marketing campaigns, digital products, and physical formats. Whether displayed in the small dimensions of a mobile app or scaled up for pitch-side billboards during Serie A matches, the logo and supporting elements retained their clarity and impact.
The identity also had to connect with diverse audiences—from everyday fans to professional users like Serie A coaches and technical staff. It was a 360-degree communication challenge that led to a cohesive, recognisable, and engaging brand presence—helping Kama gain strong traction both nationally and internationally.
Conclusion
A final thought: the beauty of working in tech branding is that, despite the abundance of existing solutions, there’s always room to innovate. The variety of languages, styles, and tools available pushes us out of our comfort zones, allowing for fresh, unexpected, and often unconventional solutions—and that’s exactly what makes a brand truly memorable.