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By Candice Gasperini (https://twitter.com/candicesg), VP of Branding at SendinBlue (https://www.sendinblue.com/)
If you want a fresh rebranding, here you go - SendinBlue literally just announced theirs. One year ago, as they were working on their new positioning from an emailing to an all-in-one marketing platform, they needed to rethink their brand (logo, style, tone of voice) by adapting it to each segment they identified.
Candice arrived in september at SendinBlue to work on the rebranding and noticed one thing: the company was already quite big, with hundred thousands clients in 160 countries, they had very detailed data about their customers but had never taken the time to identify precisely their patterns, who they were and what was the real job customers were using their product for.