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Brand strategy · Software

Rebranding a Mature Software Company

Refreshing a sixteen-year software brand by adapting the process to the people who knew it best.

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Key results

100%

of surveyed respondents preferred the new identity

16+years of company history
50+people in the current team
18+ monthsof strategy and design collaboration
2022–2024Strategy to launch

Project colophon

Vazco

Vazco logo
Role
Workshop Facilitator / UX Designer / Project Manager
Engagement
Over 18 months
Scope
Workshops · Brand Strategy · UX/UI · Content Strategy
Tools
Miro · Figma · After Effects

Areas of impact

Vazco did not need to invent credibility. It needed a more vivid way to express the expertise and personality it had already built. The risk was familiar in mature-company rebrands: change too little and the work feels cosmetic; change too much and the organization no longer recognizes itself.

I facilitated the early workshops and led UX and project work across rebranding, website design, content, motion, and a distinctive hero illustration.

The goal was not to replace the brand's history, but to make that history feel alive in the present.
01/03Discovery+
01

Discovery

Adapting the workshop to the room

The project began with extensive workshops. Their most important lesson was methodological: a workshop format is not valuable because it is familiar to designers. It is valuable when participants can use it to express what they know.

Finding the energy already inside the company

I adjusted exercises and communication to the participants rather than forcing the group through a fixed facilitation script. This surfaced the qualities the existing brand needed to keep and the areas where its expression no longer matched the company.

Workshop output turned into brand direction, with positioning and colour explored side by side
Workshop evidence into brand directionWorkshop output resolved into a direction, with positioning and colour argued out in the same view.
02

Identity and experience

More vibrant without becoming less credible

The resulting system combined a refreshed identity, website, motion, content direction, and an ownable brand-hero illustration. Every element aimed to make the company feel more current while preserving the confidence expected from an experienced engineering partner.

A measurable preference shift

In the project survey, every respondent considered the new branding substantially better than the previous one. The result validated that the work had moved the expression forward without losing what employees and clients valued in the company.

The ownable Vazco brand-hero illustration, built to carry engineering confidence without stock imageryVazco site pages showing the new content direction, from the headline promise down to the tech advisor offerSocial templates extending the identity into everyday posts without redrawing it each time
The refreshed Vazco systemThe brand-hero illustration, the site that carries it, and the social templates that extend it without redrawing it each time.

Reflection

Relevance without reinvention

The strongest mature-company rebrands do not manufacture a new personality. They reveal the existing one with greater clarity and confidence. Vazco achieved that by connecting facilitation, content, illustration, motion, and interface design to one shared understanding of the company.

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