Rebranding Unbounce: a unified identity after the Insightly merge
In anticipation of bringing Unbounce and Insightly together under one roof, I collaborated with the brand team to define and execute a unified visual identity and brand system that could scale across products and web presence. This rebrand became a strategic, cross-functional effort to align visual language, navigation, and storytelling across products and marketing channels.
Lead Interactive Designer | 2024-2025 | UnbounceIn mid-2024, a strategic move to expand the company’s go-to-market product suite and unify sales resulted in a merge with Insightly. It created an opportunity to rethink how the brand looked, felt, and communicated.
Collaborating closely with the brand team, I helped translate strategic priorities into a unified brand identity that could support:
multiple products under one umbrella
a broader visual language for web and campaign experiences
and a cohesive narrative for audiences across channels.
We also worked with external contractors, bringing additional capacity for production once core guidelines were defined.
My responsibilities included:
Participating in cross-functional brand strategy and visual ideation
Translating brand decisions into web-ready design systems
Building shared visual patterns, UI vocabularies, and documentation
Collaborating with developers and contractors on implementation
Our Process
Discovery
Aligned stakeholders from Sales, Marketing, Product, and Customer Success to understand goals, constraints, and audience perceptions.
Definition
Defined a hybrid brand architecture that balanced legacy equity from both Unbounce and Insightly while positioning the combined entity for future growth.
Design
Developed visual language, typography, palettes, and iconography that preserved distinct brand qualities but worked together harmoniously across web and product touchpoints.
Delivery
Rolled out comprehensive brand guidelines and worked with contractors + internal teams to redesign key web properties and ensure consistent application.
This wasn’t just a logo swap or a color refresh. Our team built a unified brand system that could be applied fluidly across web, product, and marketing experiences.
Harmonized color palettes and typography that balance legacy brand voices
Custom iconography and graphic elements to express product relationships
Shared visual patterns for web components and layouts
Structured guidelines and web design system in use for faster wireframe building
Launched within a tight window of a few months, this rebrand equipped Unbounce with a scalable visual foundation for the future. By unifying two distinct identities into a cohesive brand system, we helped position the combined company with clarity, consistency, and a compelling narrative for customers.
Impact:
A stronger, more consistent brand presence across Unbounce & Insightly
Clearer navigation and storytelling that reflects the combined product suite
A unified visual identity that supports rapid campaign creation and web updates
Early signals of performance improvements tied to refreshed UX and messaging
Enhanced internal alignment and excitement around the new brand
Brand design team: Cecilia Martinez & Jorge Puebla
We documented the process and thinking behind this rebrand in a Medium article “Crafting a Unified Brand: Merging Unbounce and Insightly into a Cohesive Platform Presence”. Give it a read!