Fernando Gonzalez Pareja, Marketing Director at mesoestetic, talked about revolutionizing the brand for the new age, marketing to different market segments, and their use of white and black for their packaging.

Can you introduce us to mesoestetic and its beginnings?

At mesoestetic, we are committed to bringing confidence, clarity, and scientific rigour to the world of beauty. From our beginnings, 35 years ago, we have been committed to creating products of the highest quality and effectiveness backed by the results of numerous studies. 

We design home, aesthetic cabin, and aesthetic medicine treatments to offer anti-ageing, anti-acne, body reshaping, sun protection, and depigmenting solutions, where we are world leaders.

We are a pharmaceutical laboratory and we design and produce our own products at our headquarters in Viladecans, Barcelona. This factor that differentiates us is essential to guarantee the efficacy, quality and safety of all the treatments we develop, allowing us to control and take care of each step of the value chain of our products.

Today, doctors, aesthetic professionals, consumers, and skincare experts trust us in more than 90 countries.

What prompted you to rebrand? How did that conversation start?

Our company has been growing consistently over the decades. However, we saw the need to rebrand for the new age. We needed to prepare our brand, portfolio, and packaging for the future. This makes a lot of sense for us as the DNA of our company is to look for change, to think of the future, and to think of the next 10 to 20 years.

We identified three pillars for this rebranding: review and improve our communication, rationalize, order and restructure a portfolio of + 300 SKUs to facilitate its understanding and use, and we wanted to join the common storytelling about our brand that shows what we are and what makes us different.

From an initial brand evolution, our rebranding became a revolution. The implementation of our rebranding began at the end of 2020 after a year of development and will last until the end of 2022. 

Today, with more than 50% of the updated portfolio, and with us having implemented our new corporate image and communication, we are very proud of the changes we've made and the things that are yet to come.

Can you talk about the rebranding process? Did you experience any challenges?

We had meetings and came up with ideas for the rebrand. We knew that we didn’t want to change the personality and the philosophy of our brand. Whatever our brand may look in the future, we wanted to make sure that the “soul” of our brand would still shine through.

We worked with Morillas so that we can show the board what we wanted to do with the brand. It was really important to have a key point, get the board to love the idea--our new logo, claim, and what we are--to get their buy-in and develop the rebranding with them.

It’s also interesting because some of the biggest changes in our company happened in times of crisis. We didn’t let the pandemic stop us or even slow us down. We updated 50% of our portfolio. These are just not light rebrands either, we updated our products significantly.

We changed the packaging, we created new products, and we evolved our formulas. Our rebrand was not just aesthetic changes. This is why we're calling it a brand revolution.

The next step was to make it real. A challenge for us was adapting the changes to our large portfolio. For this to be a success, we knew that we needed to change the packaging and that we’re adapting to our new guidelines. 

It’s still ongoing. It’s a live process. We're applying changes on one platform and adapting and arising to the needs of other platforms.

Tell us more about the changes made to your brand’s visual identity.

For our logo, we used the atomic symbol ‘Me’ with the atomic number 85, which is the year our company was founded. Inside this element is all that we are: our constant search for excellence, our state of the art labs, our long history, our commitment to research, our rigour, and especially our team of professionals and the know-how that differentiates us from our competitors.

Over the last ten years, we’ve used different claims but during the process, we knew we had to find a short claim that explained what we are. So along with the periodic table, we also found our new claim: ‘the element for skincare experts’.

This new claim is how we position ourselves as scientists of beauty. It’s also important to note that for us, the experts are doctors and professionals, but also the end consumers because people who pay for our products really know how it works.

Can you talk more about the use of white in your branding?

We have always worked with white packaging, a territory that is associated with science, research and pharmaceutical products. 

In the end, all our products from medical devices to cosmetics have pharmaceutical rigour and are nourished by the experience of our medical professionals and aesthetics. White also helps us preserve the simplicity and sobriety that characterizes our brand.

How was the experience of rebranding your packaging and products?

In the past, our branding was just communicated to professionals. But now, as we're also targeting end-users, we have to communicate to multiple market segments. We knew we needed to employ a ‘pull’ strategy to get consumers, not just a ‘push’ strategy to get doctors and professionals to choose us.

While we retained our medical white branding for our domestic and professional market, we changed up our packaging for our medical market. 

For that segment, our packaging is black because doctors don’t need to be told our products are medical. Instead, we wanted to make something more disruptive.

Along with the packaging color, the information on the packaging is also different depending on whether we’re marketing to doctors, to professionals, or to consumers.

What are the other elements you changed when mesoestetic was rebranded?

We also developed a system of icons that facilitate the understanding of different treatments. We tried to make it easier for our users. The idea is to make it easy for our hundreds of SKUs to find what they’re looking for.

Mesoestetic makes use of models and icons.

What are your takeaways from the experience?

It has been a tough but amazing experience. And as with most things, the most difficult part was to start.

We learned that when it comes to branding, you have to see the whole thing, not just one part of the process. You can’t just look at changing the packaging, or just the corporate branding--but the whole picture.

It’s also important that you make your people a part of the process, and it’s what we have done from the beginning, making sure the employees were the first to know about the rebranding.

Discover the story behind mesoestetic's latest rebrand

Dina Janevski Farčić, Chief Marketing Officer at Centili, talked about their clever new logo, their rich illustration portfolio, and the importance of making employees feel proud.

Can you introduce us to Centili and the story behind its initial branding?

Centili is a global digital monetisation company, and we've just celebrated our 10th anniversary. 

The initial branding was created when the company was founded – the name and logo were derived from a centillion and the concept of a "cent", as the 1c coin symbolises our payment business.   

What prompted your rebrand? How did that conversation start?

We felt it was time to refresh our brand, both our strategy and our visual identity. We wanted to give the company a contemporary feel and create a graphical language that is more dynamic and better suited for the digital world. 

Our upcoming anniversary was simply a great coincidence, so we used the opportunity to launch the new brand and website for the occasion.

Can you tell us more about the process? How did you decide which elements to change and keep?

We have an internal marketing team that coordinated the whole anniversary celebration and organised the rebranding project. But for the actual design work, we had a great opportunity to collaborate with an excellent design studio, Metaklinika. 

They spent months developing our new visual identity, illustrations, animations and numerous other elements. 

We looked at our heritage and strengths for the general direction and our plans and competitive advantage we wanted to build. It seemed important to ensure continuity but still be able to transform.

That is why we decided to keep the primary colour (orange) and the symbol "1" as the key element of our previous identity. Still, we gave Metaklinika full freedom to redesign the logo and create a fresh new visual language.

Can you tell us more about the conception of the new logo?

We were hoping to keep the number 1 as the symbol but wanted a more modern and cleaner look. The team at Metaklinika found a very clever way to include the symbol in the new logo without actually having a visual mark next to the letters, which would be a traditional way of doing it. 

So, this new logo, with the symbol in the negative space, makes us look very contemporary and clean, is easily applicable to various touchpoints (primarily digital ones), and yet has our core symbol within – without stating the obvious.

What about your new visual identity and color palette? Is there a story behind them?

The vast array of graphical elements, patterns, illustrations, and pictograms is part of our new Centili universe. It enables us to appear fresh and authentic while being instantly recognisable. 

It's an example of differentiation through communication, and it is now visible on all our touchpoints - from the new website and social media to our product interfaces.

We've based the colour palette on our signature orange colour. Still, we added new secondary tones mainly in the blue gamma, establishing a fantastic playground and a very vivid look, full of contrasts and playfulness. 

Can you tell us more about your new iconography and illustrations?

Our new brand identity turns toward the representation of people, customer benefits, and the business verticals we operate in. We have developed a rich illustration portfolio that represents the industries we serve in, our customers around the globe, new platforms and solutions, and various business topics relevant to our everyday work. It's like a set of Lego bricks you can play with indefinitely.

The modular illustration portfolio was crucial to envision and design since we decided upfront we would not be using photography but wanted to create our own visual language to have a unique appearance. The illustrators had to put in a lot of hours for it, but it paid off.

Do you have any advice for designers who will one day be part of a rebranding project?

I think it's essential to think upfront about where your brand will be most visible and represented most often. When designing, have those applications in mind, and have the given media in mind. It's easy to get lost in your own computer screen observing the logo on its own or form a habit and look at a typical set of stationery for every brand you work with. 

So I would advise taking enough time to think about where this brand lives before designing. It's important to find the solution for the right problem, to make the brand recognisable and memorable in its ecosystem.

And speaking of the biggest takeaways, I would say that having a good identity makes employees perceive their company differently, and makes them proud of it. 

And there is no bigger asset than having people feel proud of working for you or having partners proud to work with your brand. We should all aim for that.

We are in an exciting period of transformation. We are pivoting our business model towards Platform-as-a-Service, and launching an enriched product portfolio. The way forward for us is to rethink, redesign, and keep adapting.

We look forward to new projects in which we join forces with partners globally to enhance the experience of digital monetisation and frictionless customer journeys across platforms and devices. 

Discover the story behind Centili's latest rebrand

Paul Suchman, Chief Marketing Officer at Audacy, talked about changing their brand’s name, the “Audacy Orange”, and rebranding to meet the company’s vision.

Audacy is a scaled, multi-platform audio content and entertainment company America’s best radio broadcasting group, a leader in virtually every segment of audio, and the country’s #1 creator of original, premium audio.  

We engage over 170 million consumers each month, bringing people together around the news, sports, podcasts and music that matter to them.

What prompted your major rebrand to Audacy? How did that conversation start?

2020 gave us with an opportunity to take a step back and evaluate our company with a fresh perspective. What we found was that, following all of the investments we had made in talent, content and technology, our brand no longer reflected who we had become, nor our vision for the future. 

So, we seized that moment to build a strategy for re-introducing ourselves to our listeners, our advertisers and to our partners. To re-introduce our whole selves as an integrated multi-platform audio content and entertainment company. To position our company as the go-to audio platform for every audience we serve. 

We undertook a deliberate and careful process to develop our forward brand positioning, brand name, visual identity, and core messaging. That process led us to Audacy. 

Among the most authentic values we bring to our listeners is that we help them feel connected in moments big and small. We do this through the content and experiences we create. Through personalities and influencers that they deeply trust. Through the depth of our local market knowledge. And because we know our communities better than anybody. 

That value also translates directly to our advertisers and to our partners. It was this insight that led us to the heart of our purpose. And that is enriching lives and enhancing communities through voices people trust and content they love. 

With the country’s best collection of local music, news and sports brands, as a premium podcast creator, major event producer, and digital innovator, our people work tirelessly to deliver on this purpose every day.

We needed our brand to encapsulate this purpose, while also communicating the dynamic creativity and innovative spirit that fuels us. We needed a new identity that would reflect who we have become and our vision for the future. 

Can you walk us through the process of your rebranding? What were the challenges you encountered?

2020 was a momentous challenge for both businesses and people. 

The biggest challenge that we faced from a brand transformation was that the entire initiative was completed and launched while our team and our partners were 100% virtual. That in itself is a major accomplishment for everyone involved.

Productivity, nor creativity, nor innovative thinking suffered because we were aligned in purpose and strategy. It was an amazing process from strategy to creative to execution that was a privilege to be part of.

Can you tell us more about the name? How did you land on the new name ‘Audacy’?

We chose Audacy because of our unapologetic obsession and commitment to audio in every form. The name is part audio, part audacious, part odyssey. Our visual identity and messaging brought the name to life everywhere it met our listeners, advertisers, employees and partners.

Aside from the name, what other elements of the brand’s visual identity changed?

Aside from the name, our purpose inspired our new visual identity. Powered by a distinct color palette, graphic sonic signature, and vibrant logo animation, our new visual branding is a tribute to sound. 

A brand needs a hero color. We chose a vibrant shade of orange — “Audacy Orange.” Orange is the color of energy and creativity. It’s also the universal color of passion. We definitely have these characteristics in abundance. 

The color is like no one else in our industry. Very few companies can own orange…Audacy can. To support Audacy Orange, we built a dazzling and bold color palette to express ourselves clearly and with unprecedented style. 

And as an audio-first company, we also developed a sonic identity that’s a memorable brand identifier, customized to fit perfectly into all of our platforms – whether that’s news, country music, podcasts, or sports.

Altogether, the depth and flexibility of our brand elements allow us to communicate at every decibel. 

We don’t look like anyone else. We don’t sound like anyone else. We are not like anyone else. We are in a category of one, at every touchpoint, everywhere we serve our listeners, and in every community we reach. 

Our brand is a declaration – in our loudest voice – of what we’ve achieved, who we’ve become, and where we are going.

We’d love to hear the story behind your new logo. What does it mean or represent?

We created a logo that shows two fundamentally different shapes coming together, simply and elegantly. 

The form of an A you can’t miss. It’s distinct, it’s premium. It visually communicates the story of our purpose. And it looks phenomenal in every touchpoint that it’s brought to life.

Is there anything you wished you knew before embarking on a major rebranding?

An identity project done well is not a change of sign. Rather it’s a sign of change. 

After converting every single touchpoint inside and outside the company to Audacy, the real work began. And that was enrolling all of our loyal listeners, clients, partners and employees on our journey in a meaningful, thoughtful way. 

Converting every touchpoint is only the beginning.

The importance of doing that well and continuing to remain unwaveringly focused on it today cannot be overstated. For us it was and it remains among our most important priorities. 

It’s been a very exciting year for Audacy. We’re emerging from the pandemic as a stronger and better-positioned company and accelerating our growth potential through a number of strategic opportunities – ones that will allow us to continue to drive innovation and development of new products, content, and capabilities. 

We will continue to build on and invest in our growth, move audaciously to capitalize on our scale and outstanding content offering, and drive improvements and innovation to better serve our consumers and partners. 

There is much to be excited about on the horizon, so be sure to stay tuned.

Discover the story behind Audacy's latest rebrand

Melissa Knight, Creative Director of Marketing at Chaos Group, talked about their new welcoming, creative, and optimistic look, rebranding a whole suite of products, and Chaos as the building block of creativity.

Can you introduce us to Chaos and the story behind its initial branding?

Chaos creates technology that empowers artists and designers to digitally visualize anything they can imagine. Our Academy Award-winning 3D rendering and simulation software is used by top visual effects companies, design studios, architectural firms, and advertising agencies around the globe. 

The company was founded in 1997 in Sofia, Bulgaria and our co-founders Vlado and Peter are still at the helm. 

Up until 2020 our branding remained pretty much the same as when the company was launched. The style was very monochrome, clean and rather serious in tone. As different software products were developed over the years, these each got their own style of logo.

What prompted the rebranding? How did those conversations start?

Chaos is most well known for creating the rendering software V-Ray—but the development of new Chaos offerings over the past few years has led to an evolving business model. 

We now present an ecosystem of products and services and wanted to establish a coherent brand that united everything together under the Chaos umbrella.

We recognised the importance of creating an inspiring brand style that effectively communicates with our customers.

Can you talk about working with an agency to help with this rebranding? 

Uniform has a rather unique set up with two businesses operating under the Uniform Group banner: Continuous, a brand consultancy, and Somewhere, a creative agency for property and place that creates fantastic 3D visuals, animations and VR experiences—including V-Ray renders. 

As V-Ray customers, they understand the product and Chaos as a company very well. Not only were they able to offer us a new branding strategy backed up by first-hand experience, but their 3D artists were actually involved in creating some of our new marketing assets. 

We are big fans of theirs—and the feeling is mutual!

What was the process of rebranding for you? Were there any challenges or pitfalls?

Lon (our Director of Creative & Communications) and I managed to attend a kickoff workshop at Uniform in Liverpool, England right before the COVID-19 pandemic took hold. It was wonderful to get this face-to-face time ahead of working at a transatlantic distance for the rest of the year. 

Workshop with Uniform before the pandemic.

Initially we hoped to launch the brand in 2020 but our timeline was protracted thanks to unforeseen limitations due to the pandemic. 

It was important to interview staff, industry partners, experts and customers to get a clear understanding of how the company was viewed and what our new branding strategy should look like. 

We had regular sync calls with Uniform and kept the key stakeholders at Chaos up to date with our progress and ideas.

Can you talk us through the new logo? What’s the story behind it?

Not only did we decide to update our company logo—but the name changed too. 

Chaos sounds more modern, approachable and less corporate than Chaos Group. It's a shorter word and is much easier to work with as a logo. 

It’s also great for community branding such as Total Chaos (our yearly conference) and #AgentsOfChaos (a favourite tag on social media). 

Our new brand strategy centers on the concept that the Chaos ecosystem offers our customers the building blocks of creativity, empowering them to create their world.

The square Chaos logo is the core building block. The red is vibrant and the letter forms are solid yet curved—strong and friendly!

Your individual products also went through rebranding. Can you talk us through rebranding a whole suite of products?

Previously there was no clear design relationship between the company brand and the various styles of our product branding. 

It was important to update company and product logos to ensure they worked together as a family and conveyed the interconnectedness of our ecosystem. 

Products and services had their names updated to include the word ‘Chaos’ to help build equity in the master brand. Each product logo also becomes a building block echoing our Chaos logo. 

Icons were created to represent the name and the functionality of each product. We created designs that were clean, simple and unique and looked great alongside each other.

What are the stories behind the new logos for your products? How about the choice of color palette?

It was incredibly refreshing to move away from our old black and white branding! One of our customers described it like coming out of a dark basement! 

There seems to be a tendency for tech companies to stick with one colour and use a dark palette—but we decided to take a chance on something different that feels welcoming, creative and optimistic.

From a practical perspective, the different colours also help you identify the product you are looking for. One important consideration we always had in mind was to capitalize on the established brand recognition for V-Ray and Phoenix, which in the past have used blue and yellow respectively in their logos. 

Existing customers will also notice their new icons bear a strong resemblance to the old logos. 

Some of the icons look rather abstract at a first glance and we had great fun bringing them to life in animated form. This helps deliver an ‘aaaah!’ moment of realisation as the story behind the shapes is revealed. 

One extra detail I will share with you is my personal favourite. Eagle eyed viewers may notice that the c in the Chaos logo is tilted. The angle is 23.5 degrees—the same tilt as the Earth. 

The tilt of the ‘C’ is the same angle as the tilt of the Earth.

This is a nod to the seemingly chaotic evolution of the world, a detail that made our planet the wondrous place it is today. I hope this easter egg is something our community of designers and technicians will love!

What would you say is your biggest takeaway from the rebranding experience?

Since our new look launched in February 2021, I have been amazed at how seemingly effortlessly the brand has been adopted and accepted. 

Of course the whole project was a mammoth effort and involved the dedication and hard work of numerous teams within Chaos! 

We made some big changes and to see the new branding serving its purpose and effectively tying our products and company together is very rewarding. Careful strategizing has paid off and having a strong attention to detail helped a lot. 

I’m looking forward to seeing how the branding evolves and picking a new colour for the next Chaos product!

Discover the story behind Chaos's latest rebrand

Karen Budell, Vice President of Brand Marketing at Momentive, talked about using their own technology to develop their new brand, the experience of rebranding a publicly listed company, and the importance of getting feedback.

What prompted this major rebranding? How did that conversation begin?

On June 9, 2021, we relaunched our corporate brand SurveyMonkey as Momentive, a new kind of agile experience management company. The SurveyMonkey product brand is still the core surveys offering in our portfolio, but it’s no longer the name on our buildings so to speak.

As SurveyMonkey, we created and defined the survey software category over the last two decades, but the name and its associated perceptions struggled to stretch beyond our self-serve origins and showcase the full breadth of our enterprise offerings. 

We’ve been so successful at building up the SurveyMonkey brand, but a lot has changed since 1999. We needed a new chapter to tell our expanded story. 

Today as Momentive, we're empowering decision-makers to act with speed and agility. Our solutions span five categories that help people shape what’s next: brand insights, market insights, employee experience, product experience, and customer experience.

What was the rebrand process like? Who were the major players in this rebrand?

The rebrand of the company was a 14-month-long journey. My team led the process in close partnership with our executives, board of directors, internal experts, and external agencies. 

Marketing played a huge role in driving this transformation. In fact, we developed Momentive using our own solutions to capture feedback from employees, customers, and the market.

We conducted 10 studies across seven countries, collecting quantitative and qualitative data from our stakeholders. This amounted to over 22,000 respondents over a period of 14 months.

It was a massive cross-functional effort to pull off something like this. 

As a publicly-listed company, the news was highly confidential for most of the undertaking. We had a core team involved, and then we expanded the scope as we needed more involvement from teams in product and engineering to HR, finance, and IT. 

I’m very proud we pulled it off while working in a remote working environment, with teams distributed across the country and globally.

Can you tell us more about Momentive’s logo design? How was it developed?

We used our own technology at various stages of a robust creative process. We spent a bulk of our time ensuring we found a name that fully captured who we are and what we offer today, while still giving us flexibility for where we might go in the future. 

We started with 1,000+ names before narrowing the list down to 50 through preliminary trademark knockout searches. We then identified 10 top candidates, against which we ran extensive tests, legal checks, and qualitative and quantitative research to understand people’s gut reactions, emotional associations, likes and dislikes, and perceptions on understanding the concept and category. 

After that process, gut-checks with our C-suite and other leaders, and a few additional creative explorations, we presented three final candidates to the board. Their input helped us zero in on our new name: Momentive. 

With the name chosen, we wanted the Momentive logo to embody our mission and vision and represent bringing the best parts of humanity together with technology. 

People, culture, and our focus on amplifying human voices are represented by the yellow quarter circle. The blue triangle represents our AI-powered solutions and technology built from over two decades of experience and more than 55 billion questions answered through our platform. 

Those two shapes intersect to create a slice of color that we call Heritage Green, a nod to the color that’s long been a part of our brand.

Green is very prominent across your subsidiaries. What do you think makes green very effective for Momentive brands?

One part of our process was doing a visual audit and assessment of the enterprise brand landscape, during which we recognized how much green helped us stand out with our SurveyMonkey brand.

We wanted to carry that color forward, and so our Momentive logo represents bringing the best parts of humanity together with the best parts of technology—that slice is a color we call Heritage Green. 

Our beloved SurveyMonkey brand has a much brighter shade of green that fits that brand’s personality, so we looked for a richer shade to represent our enterprise solutions and corporate brand, Momentive. 

Aside from the name, logo, and colors, what other key elements of visual or brand identity were developed?

While we have bold colors in the Momentive logo and our primary brand palette, you’ll notice we use tints and a lighter version of those colors on momentive.ai to give us more flexibility in design. 

It also helps our black and white photography pop, allowing us to draw attention to the “reshapers” who are our customers using insights to improve employee, product, and customer experiences across industries.

We love the name’s connection to speed and agility, movement, and motion, and we use shapes and patterns to bring an energy to our designs. 

What was the process of finally launching Momentive?

We ran an employer brand survey where we asked employees for their thoughts on what it’s like to work at the company. 

As it turns out, 93% of our 1,500+ employees are proud to work here. That sentiment moves beyond the name. Our employees are proud because they are doing meaningful work. 

We show up for each other and bring our authentic selves to the “office” every day. 

Everything our employees love about working at this company will remain a part of our DNA. The core insight of that study was that our culture was one of our strongest brand assets, and the reason that we were able to successfully pull off this corporate rebrand was because the team lives our value of “Trust the team” every day. 

In a transformation of this scale, we had to consider the brand evolution, internal communications, employee experience, IT, finance, legal, and product development, plus all of the external communications and marketing plans. 

We may have launched Momentive on June 9, but this is just the beginning of our next chapter. Now comes the hard part, of continuing to develop the brand and grow awareness of who we are and the value we deliver.

Have you surveyed your fans about what they think about the rebranding? What has been the response so far? 

The reaction has been great, and we were able to involve customers early in the process as well. 

A few months out from relaunching the company, we brought customers into the rebrand process, capturing their reactions to our new name and brand visual design.

This now shows up as photography on our new corporate site, where Tamar Beresford, Senior Director of Digital Strategy at Nasdaq, is featured on our homepage, and customers from PUMA, Mercari, LG Electronics, Allbirds, and Women's March Global are featured on our customers page at momentive.ai. 

Tamar Beresford, Senior Director of Digital Strategy at Nasdaq

This change is about broadening people’s understanding of the value we’re providing and communicating the breadth of our enterprise solutions. 

SurveyMonkey is still our core surveys product, but Momentive enables us to tell a more comprehensive story about the robust AI-powered solutions we offer across our portfolio. 

What is a major takeaway or lesson you and your team have gleaned from rebranding SurveyMonkey to Momentive? 

What we learned is the importance of asking hard questions.

You must be willing to listen to the feedback (even if it’s challenging), uncover and embrace the insights, and make bold decisions. 

On top of that, we learned that it’s critical to bring your employees along on the journey so you can create buy-in and enable them to be brand ambassadors who amplify your message. 

During the rebrand process, we decided to create an internal video that showcased our new visual identity and brand design elements, our new tone and voice, new language describing our solutions and value prop, and as the music crescendoed we revealed our new name and said: We are Momentive.

We played that video every time we brought employees in to work on a piece of this highly confidential project, and we played it again to the entire company when we shared the news of this big chance right before it was made public. 

It can take time to adjust to a new name and brand, but we used feedback and insights to shape what’s next for our own company so we can move forward in this new direction with confidence.

Discover the story behind Momentive's latest rebrand

Max Valiquette, Director of Brand Design at Attentive, talked about partnering with an agency, the concept of ‘Journeys’, and how and why they chose yellow as their prominent color.

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