Albi needed to cut through the saturated tech market to reach the project managers, agile software engineering teams, and business executives that its product would primarily serve. For a team like Albi that was bringing something so new to the market, they needed to make their product accessible and easy to understand—but not to the extent of becoming bland or forgettable. Albi’s original branding spoke to the sleekness of technology, but was missing the human connection; and it was costing them the right connections.

With the rebrand, we set out to put the human touch into this technology’s identity by conveying that it makes space for increased human collaboration and engagement. We developed a color palette theory that balances maturity with innovation, typography that is easily accessible, and custom illustrations that bring the impact of people-focused teamwork to life. Next, we applied this easygoing but strong identity to custom web design and development for a digital home that can scale with Albi as it grows. We also applied the brand themes through a video that highlights the value of their product and its potential impact on teams.