Rebranding a startup? Do it in-house.

How I rebranded Proof and lived to tell about it.

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?

That sounds green-lit to me.

A culture shift, not a redesign.

“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

  • 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.
Figma + Webflow = ❤️
  • 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.

Being co-located mattered

In-house didn’t mean navel-gazing

Kept me in lockstep with Product

Final thoughts

Design truly is a competitive advantage, and I’m grateful for the support from the founding team. I expect we’ll outgrow this framework in a few years, but this declaration (rebrand) sets Proof up for success in 2020 and the years to come.