Rewind Brand

Rewind’s market had shifted. AI-driven workflows and automation made protecting business-critical SaaS apps a top priority for prospects, and we were no longer just a backup tool. We needed to become the SaaS resilience platform for enterprise companies, but our startup-era look and feel didn’t match the size of deals we wanted to close.

I advocated for the redesign and gathered input from every essential stakeholder, including executives, on what the new Rewind should look like. From that input, I developed the creative direction: a darker palette, cleaner typography, and an ownable photography direction that moved away from playful startup illustrations toward something confident and polished, while staying true to Rewind’s essence. I pitched the direction to the executive team and got 100% alignment.

To help the team adopt the new brand quickly, I built the brand guidelines as a live microsite in Claude instead of a static PDF, so internal and external partners could reference it directly. I also built a full design system in Claude Design that let the team self-serve slide decks, social content, and other production work without design input on every asset, freeing design time for creative thinking and strategy.

The rebrand landed with full executive alignment and minimal rounds of revisions, which mattered given how many senior stakeholders had a stake in it. The live guidelines microsite and self-serve design system let the new brand scale across the org, internally and externally, without design becoming a bottleneck. It gave Rewind the confident, enterprise-ready look the business needed to compete for larger deals.