Remesh – 2018
New Brand
Building a mature brand that evokes truth and human interactions
Role
Marketing Designer, Project Manager ― visual direction, website design, illustrations and brand research
Team
Emma Borochoff - Director of Marketing
Sarah Lim - Content Editor
Problem
Disjointed immature brand and lack of trust from enterprise clients
Remesh and its employees were struggling in defining what Remesh is and what the company stands for. In 3 months, I was able to lead the marketing team and the larger Remesh team on a branding process that yielded the current Remesh brand, taking the company from a scrappy startup to a series B technology company that aims at discovering the truth, allowing people to understand each other.
A brand that is centered around humans
When I embarked on the journey to rebrand Remesh, a clear theme emerged that the company was very focused on technology and AI in the past but the participants and their opinions are what truly powers the platform.
Seeking Truth
While the brand has a human essence to it, it is anchored by Truth. This is evoked in the logo with the white circle signifying the clear as opposed to the noise or focusing the spotlight on a person or a group
Truth became the gravity the pulls the brand together and north star for the
Bringing wit to Remesh
As part of the brand design, we needed to make sure that the brand while clear, concise, and trustworthy, also has friendliness and warmth to it so we added doodles and illustration, and soft rectangular shapes
Research
Internal interviews and workshops
I began the branding process 2 months after starting my job at Remesh. I had to quickly familiarize myself with all aspects of the company, its history, goals، and the driving forces behind the rebrand, therefore I conducted interviews with the main stakeholders at the time and individual contributors from every department to understand how they talk about Remesh to other people. One of the questions that I made everyone answer is: “Imagine you are at a bar with friends and strangers and someone asks you, what is Remesh and what does it do?.” The document that I developed after these interviews yielded the strategy focus document that became the anchor of the branding process.
“Imagine you are at a bar with friends and strangers meeting for the first time and someone asks you, “What is Remesh and what does it do?””
Visual language exploration
Solution
Remesh, real-time truth
As a team, we had two ways to address the problems, find a cheaper and faster sample alternative to our current traditional sample providers and optimize the UX of the conversation setup process to match the instant feel of the sample.
Outcome
We released the new Remesh brand in less than 6 months with a new website and identity. According to surveys, we increased trust and likeness from 4.5/10 to 8.5/10
Use the logo as an animation, discover Truth in the crowd
Revealing Truth - use that in adrolls and online marketing
Bringing the spirit of the brand to the comapny swags
Continue to use the dot in the brand as part of our pattern
Next Steps