Overview of managing an 8 month long cross-functional collaborative project
Why re-branding was necessary?
Marketing to 95% of prospects who are not actively searching for a solution, we needed a memorable brand so that when people start searching they come to us
We operate in a competitive market with sophisticated up-market buyers who generally view all the companies as the same
The vision to bring CodinGame and Coderpad products under the same umbrella also required a brand consolidation.
The team
The project was done in collaboration with the marketing team and involved many cross-team collaborations to cover different aspects of the work.
My role
End-to-end planning and execution
The project was intended to change CoderPad’s entire visual presence which required a new brand architecture, a complete redesign of the marketing sites, ads, and offline materials as well as products’ alignment with the new brand.
In this project, I worked with the company’s CMO to lay down the project plan, governance, communication requirements and executed the plan through launch.
Alignment
Bringing everyone on the same page
This project had a high impact on the business so it was important to engage and include the company’s executive team in the process. I helped the brand designer to meet with the company’s leadership team and conduct two workshops to collectively decide about our new brand archetypes.
characteristics drawn from those archetypes
Disruptive, progressive, confident and assured, bold, competent, wise and unconventional.
Outlaw and Cage were selected because they were inline with our company values.
Following the selection of the archetypes, we worked on the brand color. Marketing to audiences that are not actively searching for a product, we tried to pick a color that aligned with our archetypes and be memorable and make us stand out in the competition.
Brand Elements
We possessed some brand equity. When it came to think about the logo, it was crucial to keep the familiarity from the former one while harmonising it with our new direction.

We felt pretty good about the design but we didn’t leave it to chance. We tested the icon with 40 developers to get their reaction and ensure the adjustments to the </> symbol will not detract from the programming association. Here is what we heard:
Brighter color
It’s bolder
Stands out more and brighter
It looks neater
Very clear
It’s more coherent and clean
More sleek
Long leg not good
Represents web developer icon
I like it more because it has symmetry and it looks more professional
Seems more contained. Logo B just looks like someone typed something out of a keyboard and called it a day. A is “cleaner” and would be easier to use in marketing materials.
Seems bolder and immediately relates to coding
Balancing team dynamics
Working with an external design team, it was important for the internal team to feel they were a part of the process and own the new direction. I kept them informed, collected their feedback, and even had them directly participate in the work. The internal team helped design the product icons. The collaborative process became a fun and team-building exercise and resulted in a new successful set of icons.
Inclusivity in branding
When you have designers with innate creativity, you know that you can get the right result, even if it takes a few rounds of try. In this project, in addition to aligning our illustration styles with the new brand, I ensured we showed diversity in our characters, and inclusivity is baked into our guidelines.
Skin tones
Going beyond the visuals
Having a trained copywriter on the team allowed me to take our branding work beyond just the visuals. We created copywriting guidelines that followed our new brand direction and defined the tone of voice in both marketing materials and products.
Clear
Real
Bold
Bringing it together in the UI
Updating the UI design required several smaller decisions around typography, visualization, layout, and more. Here are some examples of the final design.
Notes from customers who scaled and standardized their technical hiring and improved the candidate experience too.
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Release plan
Releasing anything after months of work is a big deal but it’s especially important if has a direct impact on the business performance. 1/3 of our business was coming from self-served customers through the marketing site. I wanted to ensure the changes would not impact any of the metrics negatively. I planned 3 experiments before making the new brand generally accessible.
The numbers in the experiments showed slight improvements, a positive indicator but not statistically significant.
The new brand was made public after 8 months of hard work 🎉 🍾
Besides giving the company a refreshed identity, I was so proud of how I was able to navigate this complex, collaborative task and in the end, the team came out with stronger ties to each other and happy about what they could accomplish together.