Bigger than accounting software Wave brand has grown and evolved so much that the company need a more dynamic way to represent itself. The challenge of this rebrand journey was to create an experience that looks, sounds, and feels empowering, inspiring and supportive.   
Rebrand Phase One: Brand Platform 
The first step of the rebrand was creating a brand essence. By tapping into the wisdom of small business owners to understand the challenges and emotions they face, I explored different visual approaches around human truth of being an entrepreneur. The insight was about overcoming the struggle between believing in what you’re doing and the self-doubt that creeps in. It led to focus the new brand around one word: believe. I approached this idea visually by going for optimistic look and feel without being too sunny and too positive. Essentially the brand is acting in the tone and manner of someone who believes in the brave entrepreneur, understands the struggle and supports them on their journey. This sense of belief is a powerful, driving force for achieving success. It pushes out feelings of fear. It summons energy through exhaustion. It fuels ingenuity when problems arise. And, most importantly, it drowns out the sound of those who don’t believe.
Rebrand Phase Two: Logo & Icon
The existing icon mark didn't reflect the concept of ‘believe,’ so the challenge was to explore alternatives that would do it better. After dozens of options, we settled on a stylized letter ‘w’ that represents a surging wave. Rather than crashing down, it’s focused on the moment where momentum is building. At the same time, the three lines of the ‘w’ resemble a graph showing financial growth. Together the new logo embodies the idea of simplified finances, growth, and power in a positive, upward motion. The wordmark was also refreshed with a clean, humanist look. 
Wave needed to create as source of information that would strengthen Wave’s position as an authority on service-based micro-business. I was responsible for structuring the information and data in a media report and a microsite to offer a new perspective by carving out a unique theme and look.
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