Podium Rebrand
From Tech-Blue to Sawdust
When we looked at the software landscape, particularly among Podium’s competitors, one thing became clear: everything was blue. While we understood the appeal, we realized that the familiar “tech blue” just wasn’t connecting with our target audience. This insight sparked a rebrand process that functioned more like a product than a brand.
The objective was to transform the brand from something that felt overly 'tech' and premium into something much more approachable and relatable to our customers. I led a team of designers through countless color iterations, graphic explorations, and research to craft a visual identity that stood apart from anything else in the industry.
One of the key challenges was balancing the need for a comprehensive brand overhaul while still delivering the ongoing content the company required. As a result, the rebrand evolved in phases, with new insights and deliverables emerging throughout the process.
The end result? A brand that stands out in a sea of sameness. Our customers now see themselves in our marketing, and the executive team immediately embraced the new direction.
Podium Overview
Our elevator pitch needed a serious overhaul. The phrase “messaging tools for local business” had become stale, and with so much change in the past year, our previous content no longer reflected the true essence of the platform. So, we took a step back, refined the message, and paired it with raw, authentic footage to capture the real spirit of the business. The result is this Podium Overview video, which I had the privilege of directing and producing.
The rebrand not only revitalized our visual identity but also gave us the opportunity to redefine our brand guidelines. Crafted with a balance of flexibility and clarity, these guidelines serve as a directional framework—empowering teams to create new materials for Podium while maintaining consistency, without being overly prescriptive. The goal was to inspire creativity and adaptability, allowing for a cohesive brand experience across all touchpoints.
