BeFunky Rebranding: Driving a 25% Boost in User Engagement
Role: Design Director
Timeline: 12 months
stakeholders: CEO, Director Product, Marketing, Customer supports
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As the Design Director for BeFunky’s year-long rebranding initiative, I spearheaded a strategic transformation of the company’s visual identity, aligning it with its core values of fun, passion, and authenticity. Collaborating closely with cross-functional teams, I developed a cohesive brand voice and guidelines, refreshed the logo, and introduced a vibrant pastel palette, playful icons, and authentic imagery to resonate with the audience. These updates, paired with educational campaigns and market-aligned strategies, led to a 25% boost in user engagement, a 30% growth in sign-ups within three months, and significantly enhanced brand recognition.
Background
BeFunky provides a comprehensive suite of tools, including a photo editor, collage creator, and graphic design software, tailored to help small businesses and photographers thrive. However, the brand needed a refresh to better embody its core values of fun, passion, and authenticity while inspiring creativity among its users.
The BeFunky rebrand aimed to deliver a visual identity that resonates with its audience, fostering a connection through playful yet professional design elements. This rebranding effort was not just a cosmetic update; it was a strategic initiative to reinforce BeFunky’s commitment to empowering users in a way that is accessible, enjoyable, and inspiring.
My Role
As the Design Director, I was responsible for the visual and design strategy of the rebranding project. My responsibilities included:
Translating the company’s vision and goals into a cohesive visual identity.
Collaborating with the Visual Designer to create engaging visuals that align with our audience's expectations.
Working with the Content Manager to ensure visual content enhanced the narrative and messaging.
Partnering with the Marketing team to align the rebrand with market trends, ensuring it amplified user engagement and conversions.
This cross-functional collaboration ensured that the new brand identity was not only aesthetically pleasing but also strategically aligned with BeFunky’s mission and values.
Brand Strategy
The rebrand was guided by a new brand voice that I developed in collaboration with the content and product teams. This brand voice served as the foundation for the creation of comprehensive brand guidelines, ensuring consistency across all touchpoints.
Key Elements of the Rebrand
Logo Refresh
The BeFunky logo received a vibrant, modern update. While maintaining its essence, the refreshed design added a contemporary flair, making it more appealing and relevant to today’s audience.
Visual Brand Identity
To emphasize the brand’s core value of fun, I curated a pastel color palette complemented by simple, playful icons, authentic imagery, and fonts that align seamlessly with the new brand guidelines.
Imagery
The imagery now reflects vibrant, playful moments that embody the genuine and fun spirit of BeFunky. This refresh enhanced the visual appeal of the brand’s image collections while fostering a deeper emotional connection with users.
Brand Campaign
To boost brand recognition, we incorporated vibrant accent colors and showcased compelling before-and-after examples of BeFunky’s editing capabilities. This approach reinforced the platform’s ease of use and creative potential.
Results & Outcomes
25% increase in user engagement through the updated interface and tutorials.
30% growth in new user sign-ups within three months of the rebrand launch.
Enhanced brand recognition through a cohesive visual identity.
Improved accessibility and functionality highlighted through educational campaigns.