Brand refresh, the new identity, the same product, surface-by-surface, not flag day.
Brand refresh is hardest at the boundary: the codebase shipped against the old tokens, the product team is mid-feature, the marketing team is mid-campaign. We do refresh in lockstep with the engineering team so the rollout lands one surface at a time, not all at once.
What we build
Token migration as the first PR
Tokens Studio updated with the new palette + type ramp. Tailwind config updated to read the new tokens. Old token names retained as aliases through the transition; the codebase keeps compiling.
Component audit before any redesign
Every component reviewed against the new identity: which still works, which needs visual updates, which becomes structurally different. The audit is the brief for the redesign sprints.
Surface-by-surface rollout
Marketing site first (fastest to ship, lowest risk). Product chrome second (header, navigation, login). Product surfaces in priority order. The old identity gets phased out over weeks, not flipped overnight.
Coexistence period without ugliness
During rollout, the old and new identities will coexist on different surfaces. We design the transition state so it doesn't look like a halfway pivot, colour palettes that converse with each other, type ramps that read as a system in transition.
Customer-facing communication baked in
Customers see the refresh land; we design what they see. Launch posts, in-app announcements, before/after surfaces. The refresh feels intentional, not 'someone changed the logo over the weekend'.
Guidelines refreshed alongside the visual work
Brand guidelines (the live site, not the PDF) refreshed before the team needs them. New surfaces ship against the new guidelines from day one; old surfaces get retroactively updated.
Where this fits
Your brand has shipped enough features that the identity hasn't kept up with the product reality.
You're going through a Series A or rebrand and need the whole identity refreshed without freezing the product roadmap.
Your current brand was DIY'd and the team is at the size where 'intentional brand' has to land before the next phase of growth.
Tech stack
- Figma
- Token Migrations
- Component Audits
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