Branding VersaFleet is fundamentally an ongoing process and it was mostly from the inside out. In other words we finally "Confluer-ised" VersaFleet (see Confluer Design System).

I've authored an article on Rebranding VersaFleet with the help of our content editor who was Head of Sales and Operations, Paula Paw (currently, Co-CEO). Here, I will dive a little deeper behind the scenes.

Background

My Role

I led the redesign of the brand. I worked with various people in the company, mostly with Head of Sales, Product, Customer Experience, and Tech. Most importantly, I also worked alongside my team member Creative Designer, Zara Amelia who is primarily tasked with the logo redesign and assisted me in facilitating design workshops.

Motivation

There was growing uncertainty across teams. Communications between tech, product, and sales team members are in disarray. The pandemic situation may have elevated the communication chaos. As part of the product team, I happen to be right in the middle of the crossfire.

So on 18 May 2020, I gathered all team representatives and the founder, Shamir Rahim. (N.B.: I co-represent the product team with CPO Shamir as Product Design Lead. I represent the design team too. 🎩👒)

The discussion is long overdue.

Identifying the issues and defining the scope

We listed and identified 3 key issues.

• The product complexity was about to be doubled. Maintaining the brand architecture and the feature set is becoming complex. We were already struggling to explain the relationship between the various products internally, let alone external stakeholders.
• The new product has a significant impact on the product offering as it is targeted at a different target market. Product pricing and positioning were stuck.
• Our digital presence is well outdated. We couldn’t maintain a cohesive customer experience as information on our own corporate website does not reflect our strategy.

At the end of the workshop, after much discussion. We came to the conclusion that we needed to re-establish the product's brand. We identified 3 key things we needed to do: