In 2022, LogMeIn Inc. went through a drastic rebrand. We had a severe identity crisis. Over a decade-plus LogMeIn acquired several products in the technology space, growing into a multibillion-dollar company. The problem was they all felt disparate. They didn’t tell a holistic story, in fact, they did the opposite. Individual brands were siloed, not only in appearance and values but in the way that they were sold and functioned.

Executive leadership, led by Brand + Creative and Marketing worked with UK agency Moving Brands to change that. After months of research, strategic discussions, interviews, and creative exploration LogMeIn rebranded to become GoTo. Upon closing of the SOW with Moving Brands we were delivered a high-level brand book. The tip of the iceberg, if you like.

It was here that I took over. My role was to take this guidance and lead my team of art directors, designers, videographers, and animators in blowing this out across the hundreds of asset types our team produced for every product under our new GoTo umbrella.

This was months of work. We worked alongside SMEs from almost every channel imaginable to create design systems, expand guidelines, and develop hundreds of templates and deliverables for GoTo’s Brand launch.

What you see below gives insight into some, but far from all of that process.