Senior Product Design Lead
Rebrands can suck. There are lots of reasons not to change your company’s look and feel. They’re expensive (pause for a moment and imagine finding and replacing every instance of your current logo). Secondly, it takes focus away from other significant activities like finding product-market fit.
Many entrepreneurs, rightfully, don’t have the time or budget to successfully brand their company at early phases (take Airbnb or Foursquare’s pitch decks, for example). Finally, if anyone is paying attention to your rebrand (many don’t), it will evoke reactions of the bush-league, Twittersphere variety. Haters gonna hate. So why keep a rebrand in-house versus outsourcing it to an agency?
A culture shift, not a redesign.
The rebrand was much more than a new logo. It was about embracing and evolving the company culture. It was a shift in mindset. By the end of 2019, we had new teammates, core values, and a second, better product. We weren’t a notifications company anymore, and, for a variety of reasons, our old brand impeded our efforts to sell Proof to the right people. We wanted Proof to appeal to all marketers, so we produced a more balanced and inclusive aesthetic.
With our flagship product, Experiences, we had a new story to tell, and we couldn’t tie our message to an outmoded toolkit. We needed a fresh set of assets to grow alongside our aspirations for the future. At three years into the life of our company, we hit the reset button.
“As we extend to adding new products, we needed to reposition ourselves a bit to encompass where we are going as a company.”
– Dave Rogenmoser, CEO
This is Proof
This new direction is emblematic of our new company culture and ties directly to our mission statement “Make the internet delightfully human.” It resonates with our current and future customers, is more premium in feel, and typifies something a B2B SaaS company would be willing to pay a good amount of money for.
- Heavy use of geometry reinforces our first principle, “Nail the Basics.” It alludes to pieces of call-to-action buttons, the most critical interactive element on a web page. At its core, Experiences drives conversions through personalized content, and nothing is more effectual than a well-crafted button.
- The gradient reinforces our second principle, “Integrated.” Each campaign flows to — and impacts — the next. The vision for Proof is to enable marketers to collaborate broadly with teams (designers, writers, developers) in fresh ways. We want to build emotional connections not only between Proof and our customers — but between marketers and their customers.
- The middle section is extended to create a cape. This points to our third principle, “Empowering.” We help marketers do things with their websites that weren’t possible before. We strive to make products that multiply your efforts and make you a hero. Proof gives you superpowers.