Rebranding from THP to Enwoven

Rebranding from consumer to enterprise.

Context

The History Project began as a passion project driven to document life’s precious moments and share knowledge with future generations. After receiving interest from businesses, the company needed to rebrand as an enterprise product.

Problem & Solution

Our brand identity as The History Project did not resonate with our enterprise users.

A new brand identity would give us a fresh start with our new user audience.

My Role

I was the Lead Designer on the rebranding effort, while collaborating with our two founders and teammates, to receive feedback along the way.

Tools

Competitive research • Style tiles • Company mission and values • Brand identity workshops • Voice and tone • Company naming • Logo and word mark design • Visual design • Illustration • GIFs • Sketch • Adobe Illustrator

Marketing Transition
(consumer to business)

First, we transitioned marketing pages to be more focused on solving business needs. We thought this would be enough. However, through feedback, we realized our name and branding still felt very consumer focused. We realized we needed to revamp our whole brand to be competitive and resonate with the customers we wanted to attract.

Competitive research

I researched how our identified competitors presented themselves visually and through language. I especially focused on their landing pages, since we were still crafting how to explain our product in a simple and short way.

New Name

Armed with competitive research and ideas from senior leadership and teammates, I began exploring what our new company name could be. I collaborated with our Chief Product Officer, Ben, through a couple of brainstorming sessions. Once we narrowed it down to a couple options, a survey was sent out to the team to make sure everyone felt included and had a voice in terms of what our new company name would be.

Ultimately, Enwoven became our new name that everyone really liked!

New Logo

With our new name, Ben and I collaborated on exploring what our new logo mark could be. We really let loose and landed on our mark that we affectionately refer to as Knotty internally. We even have a rope version of the logo in our office!

New Visual Identity

With our new name and logo, I went about exploring what our new visual identity could look like. I explored by using Style Tiles and mini marketing page mockups, which would get presented in meetings with stakeholders. Through many iterations, we landed on a new visual direction.

Part of the new visual identity included designing our Design Language System. Click here to read more.

Development and Implementation

Once we had our new name, logo, and marketing page designs, I then translated my designs into issues for the Engineering team to execute on. I ended up writing 52 issues, excluding the work for the DLS.

Reflection

This project was the first time I was in the driver’s seat for a complete brand and product makeover. It was certainly daunting, but with the support and guidance from my team, I’m quite proud of where we ended up. It was well timed and set the company up for success for fund-raising our bridge round and to foster support from our business customers.