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Leading platform transformation through strategic rebranding
A comprehensive rebrand implementation that modernised the entire platform experience in less than 2 months, aligning with new company direction while managing complex technical constraints across legacy and modern codebases.
The problem
Re-Leased was evolving as a business—growing internationally, expanding the team, and positioning for the next phase of growth. The existing platform branding no longer reflected the company's direction or the professional image needed to compete in global markets.
- Platform's visual identity felt outdated compared to modern SaaS standards
- Inconsistent brand application across different parts of the platform (legacy MVC vs Vue pages)
- Disconnect between the new company branding and the user-facing product experience
- Needed to create impact alongside the brand announcement with a tight deadline
The solution
Led a complete platform rebrand that touched every aspect of the user experience—from the login screen to navigation, design system components, and communication touchpoints.
The project required strategic planning to handle both technical constraints and tight timelines while ensuring a cohesive, elevated brand experience.
Less than 2 months
Timeline from planning to implementation
Cross-platform success
Updated Web, mobile apps, emails, knowledge base and more
Process
Discovery & Problem Definition
Started by understanding the full scope of what needed to change. I audited the current platform to identify all touchpoints that would need updating and mapped out the impact across different environments.
Drawing on my understanding of the codebase structure (legacy MVC and Vue), I planned implementation strategies that would ensure consistent brand application across both technical environments while identifying the smoothest path forward.
Ideation & Technical Collaboration
Worked closely with developers to design an implementation approach that would work across both technical environments. We needed to ensure visual consistency while respecting the constraints of each codebase.
I collaborated with the design team to develop the new visual direction for the platform, keeping them involved throughout the process and working together to determine how we'd implement the rebrand across the platform experience.
Phase breakdown & Planning
Broke the massive rebrand into strategic phases to maximize impact while meeting the tight deadline:
Phase 1 → Core platform updates
Complete login experience redesign, navigation and key component updates and primary brand variables.
Phase 2 → Design system expansion
Dashboard and secondary page updates, extend colour palette and component refinements across the platform
Phase 3 - Cross-platform coordination
Mobile applications rebrand, review legacy pages and any outstanding component updates.
Outcome
Complete login experience redesign
Transformed the first impression users get of the platform with a completely refreshed login screen that immediately communicated the new brand direction.
Highlights:
Modern, sophisticated and consistent
Created a contemporary interface that elevated the platform's appearance.
Enhanced user experience with improved visual hierarchy
Comprehensive design system updates
Updated variables and components across both codebases to ensure consistent brand application throughout the platform.
Highlights:
Seamless integration across legacy MVC and Vue environments
Updated color palettes and component styling
Maintained functionality while elevating visual design
Cross-platform coordination
Managed brand implementation beyond just the main platform, coordinating updates across multiple touchpoints to ensure a cohesive experience.
Highlights:
Mobile application updates
In-platform communication assets
Knowledge base and system emails updates
Project leadership and execution
Successfully delivered a complex, multi-faceted rebrand project within tight constraints while coordinating across multiple teams and technical environments.
The rebrand successfully modernised the platform's visual identity and aligned it with the company's growth direction. While some users initially missed elements of the old design, the overall response was positive, with many appreciating the more sophisticated, professional appearance that better reflected the platform's capabilities.
Highlights:
Led end-to-end project management and execution
Coordinated across teams and stakeholders.
Handled both design and implementation aspects
Back home
Back home
Leading platform transformation through strategic rebranding
A comprehensive rebrand implementation that modernised the entire platform experience in less than 2 months, aligning with new company direction while managing complex technical constraints across legacy and modern codebases.
The problem
Re-Leased was evolving as a business—growing internationally, expanding the team, and positioning for the next phase of growth. The existing platform branding no longer reflected the company's direction or the professional image needed to compete in global markets.
- Platform's visual identity felt outdated compared to modern SaaS standards
- Inconsistent brand application across different parts of the platform (legacy MVC vs Vue pages)
- Disconnect between the new company branding and the user-facing product experience
- Needed to create impact alongside the brand announcement with a tight deadline
The solution
Led a complete platform rebrand that touched every aspect of the user experience—from the login screen to navigation, design system components, and communication touchpoints.
The project required strategic planning to handle both technical constraints and tight timelines while ensuring a cohesive, elevated brand experience.
Less than 2 months
Timeline from planning to implementation
Cross-platform success
Updated Web, mobile apps, emails, knowledge base and more
Process
Discovery & Problem Definition
Started by understanding the full scope of what needed to change. I audited the current platform to identify all touchpoints that would need updating and mapped out the impact across different environments.
Drawing on my understanding of the codebase structure (legacy MVC and Vue), I planned implementation strategies that would ensure consistent brand application across both technical environments while identifying the smoothest path forward.
Ideation & Technical Collaboration
Worked closely with developers to design an implementation approach that would work across both technical environments. We needed to ensure visual consistency while respecting the constraints of each codebase.
I collaborated with the design team to develop the new visual direction for the platform, keeping them involved throughout the process and working together to determine how we'd implement the rebrand across the platform experience.
Phase breakdown & Planning
Broke the massive rebrand into strategic phases to maximize impact while meeting the tight deadline:
Phase 1 → Core platform updates
Complete login experience redesign, navigation and key component updates and primary brand variables.
Phase 2 → Design system expansion
Dashboard and secondary page updates, extend colour palette and component refinements across the platform
Phase 3 - Cross-platform coordination
Mobile applications rebrand, review legacy pages and any outstanding component updates.
Outcome
Complete login experience redesign
Transformed the first impression users get of the platform with a completely refreshed login screen that immediately communicated the new brand direction.
Highlights:
Modern, sophisticated and consistent
Created a contemporary interface that elevated the platform's appearance.
Enhanced user experience with improved visual hierarchy
Comprehensive design system updates
Updated variables and components across both codebases to ensure consistent brand application throughout the platform.
Highlights:
Seamless integration across legacy MVC and Vue environments
Updated color palettes and component styling
Maintained functionality while elevating visual design
Cross-platform coordination
Managed brand implementation beyond just the main platform, coordinating updates across multiple touchpoints to ensure a cohesive experience.
Highlights:
Mobile application updates
In-platform communication assets
Knowledge base and system emails updates
Project leadership and execution
Successfully delivered a complex, multi-faceted rebrand project within tight constraints while coordinating across multiple teams and technical environments.
The rebrand successfully modernised the platform's visual identity and aligned it with the company's growth direction. While some users initially missed elements of the old design, the overall response was positive, with many appreciating the more sophisticated, professional appearance that better reflected the platform's capabilities.
Highlights:
Led end-to-end project management and execution
Coordinated across teams and stakeholders.
Handled both design and implementation aspects
Back home
Back home
Leading platform transformation through strategic rebranding
A comprehensive rebrand implementation that modernised the entire platform experience in less than 2 months, aligning with new company direction while managing complex technical constraints across legacy and modern codebases.
The problem
Re-Leased was evolving as a business—growing internationally, expanding the team, and positioning for the next phase of growth. The existing platform branding no longer reflected the company's direction or the professional image needed to compete in global markets.
- Platform's visual identity felt outdated compared to modern SaaS standards
- Inconsistent brand application across different parts of the platform (legacy MVC vs Vue pages)
- Disconnect between the new company branding and the user-facing product experience
- Needed to create impact alongside the brand announcement with a tight deadline
The solution
Led a complete platform rebrand that touched every aspect of the user experience—from the login screen to navigation, design system components, and communication touchpoints.
The project required strategic planning to handle both technical constraints and tight timelines while ensuring a cohesive, elevated brand experience.
Less than 2 months
Timeline from planning to implementation
Cross-platform success
Updated Web, mobile apps, emails, knowledge base and more
Process
Discovery & Problem Definition
Started by understanding the full scope of what needed to change. I audited the current platform to identify all touchpoints that would need updating and mapped out the impact across different environments.
Drawing on my understanding of the codebase structure (legacy MVC and Vue), I planned implementation strategies that would ensure consistent brand application across both technical environments while identifying the smoothest path forward.
Ideation & Technical Collaboration
Worked closely with developers to design an implementation approach that would work across both technical environments. We needed to ensure visual consistency while respecting the constraints of each codebase.
I collaborated with the design team to develop the new visual direction for the platform, keeping them involved throughout the process and working together to determine how we'd implement the rebrand across the platform experience.
Phase breakdown & Planning
Broke the massive rebrand into strategic phases to maximize impact while meeting the tight deadline:
Phase 1 → Core platform updates
Complete login experience redesign, navigation and key component updates and primary brand variables.
Phase 2 → Design system expansion
Dashboard and secondary page updates, extend colour palette and component refinements across the platform
Phase 3 - Cross-platform coordination
Mobile applications rebrand, review legacy pages and any outstanding component updates.
Outcome
Complete login experience redesign
Transformed the first impression users get of the platform with a completely refreshed login screen that immediately communicated the new brand direction.
Highlights:
Modern, sophisticated and consistent
Created a contemporary interface that elevated the platform's appearance.
Enhanced user experience with improved visual hierarchy
Comprehensive design system updates
Updated variables and components across both codebases to ensure consistent brand application throughout the platform.
Highlights:
Seamless integration across legacy MVC and Vue environments
Updated color palettes and component styling
Maintained functionality while elevating visual design
Cross-platform coordination
Managed brand implementation beyond just the main platform, coordinating updates across multiple touchpoints to ensure a cohesive experience.
Highlights:
Mobile application updates
In-platform communication assets
Knowledge base and system emails updates
Project leadership and execution
Successfully delivered a complex, multi-faceted rebrand project within tight constraints while coordinating across multiple teams and technical environments.
The rebrand successfully modernised the platform's visual identity and aligned it with the company's growth direction. While some users initially missed elements of the old design, the overall response was positive, with many appreciating the more sophisticated, professional appearance that better reflected the platform's capabilities.
Highlights:
Led end-to-end project management and execution
Coordinated across teams and stakeholders.
Handled both design and implementation aspects
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