Frontify commissions DesignStudio for rebrand

Switzerland and New York-based brand management software company, Frontify, commissioned London-based design agency, DesignStudio, to develop a new brand identity.

Through an immersive process of interviews, workshops, discussions, and iterations over video calls during the pandemic, together with Frontify, DesignStudio was able to produce the brand’s new foundation.

“Every touchpoint and experience people have with our brand matters – especially when you’re the home for brands. So, we took ours back to the drawing board for a major rebrand, and we’re beyond happy with the result,” said Frontify CEO, Roger Dudler.

In addition to a new website, the Frontify platform environment and all materials and digital channels needed an update. The signage and offline brand materials were also replaced.

DesignStudio overhauled the logo and its symbol. The new one, referred to as the nook, represents the Frontify brand. It dances a line between 2D and 3D, creating a physical space with a floor and two walls: the place for brands to call home. The idea is for the nook to be a blank canvas, an empty area waiting to be filled in. Frontify’s software builds engagement with everyone in a company, across all roles, so each person that needs to shape, create, build, and share their brand can do so from anywhere.

“Every brand’s home in Frontify is unique and that shows in our branding. We provide the structure, but it’s only when a brand brings their personality to the table that Frontify truly comes to life. So, things like color, pattern, and photography specific to those brands come in to fill the space,” says Dudler.

In terms of visual language, Frontify switched up its typeface, introduced new patterns and offset its primary colour palette with bold accents.