Problem
SelectZero, previously known as LiTech, had successfully grown as a start-up in the data observability space. As they continued to evolve, they needed a rebrand to reflect their new level of maturity. The goal was to redefine their brand identity and create consistent visual communication tools to support their continued success.
Solution
We developed the new brand in 2 stages:
Mapping the current situation and the vision
- Client interviews to collect insights about how the brand is perceived and understand different personas within the client organisations
- Collecting insights from the team
- UX/UI analysis of the company’s website
- SEO research mapping important keywords for key messages and storytelling
- Brand positioning workshop
- Setting the vision for the new brand positioning
Creating the new brand
- New name brainstorming
- Brand concept development, taking into account the new brand positioning goal
- Story development, catering both to the decision makers and and the technical teams of the client profiles
- Logo development
- Visual language development, including the logo, colors and graphic elements, while taking into account the main use cases
Deliverables
A new brand delivered as a brandbook, including:
- Logo
- Brand positioning
- Values
- Core messages and supporting messages
- Visual language guidelines, delivered in a format that can be used as a tool for developing further designs
- Examples for the key use cases, such as SelectZero website and merch
- Content proposals for SEO
“Tackling a rebrand is no easy feat, but Rethink helped us streamline the process and lead us to a great finalised result. They were very helpful at guiding us through different workshops, thought together with us to find eye-catching visuals and delivered a complete brandbook that supports us daily.”
Taavi Teder
COO
