Balsamiq Rebrand
Over roughly a year, Balsamiq modernized its brand. I led the front-end build of the new balsamiq.com and drove the rollout of the new identity across every touchpoint, from product pages to email, social, and a company-wide brand asset library.
Logo
balsamiq.comOverview
Balsamiq set out to modernize its brand: a refresh to bring the look and feel up to date while keeping the simplicity it’s always been known for. It ran across roughly a year, touching the website, product, and marketing.
Brand designer Cory Ingwersen created the core assets: logo, colors, and high-fidelity designs for the key pages. I owned two of the biggest pieces of making it real: building the new website, and rolling the new brand out everywhere.
Before
After
Building the new balsamiq.com
I led front-end development of the redesigned site. I chose the stack: Tailwind, to stay consistent with the product team’s codebase and decided to clean up and rebuild on our existing repository rather than start from scratch. From the high-fidelity designs, I built the new site in HTML, CSS, React, and JavaScript, set up staging, and shipped it through testing to launch. Because I design and build, there was no handoff gap between the designs and the live site.
Rolling out the brand
Then I led the rollout as project driver for the brand asset library: getting the new identity applied consistently across every surface. That meant the marketing site, the Atlassian Marketplace product pages, email templates, the styleguide and brand kit, presentation templates, and social and profile assets. I also created illustrations in-house to bring personality into the system. A rebrand only lands if it’s everywhere and consistent: that was the job.
Outcome
The refresh shipped as a living system, not a one-off: a modernized balsamiq.com plus a company-wide brand asset library and styleguide the whole team designs against. I continue to own and evolve it, keeping everything we ship cohesive and unmistakably Balsamiq.