Complete guide to brand redesign: Process, UX, and website

Complete guide to brand redesign: Process, UX, and site

Redesigning a brand can be a colossal challenge, where every decision carries strategic, visual, and emotional weight. In this article, we explore the proven process behind transforming a company's brand, based on the experience of Matthew Cena, Chief Design Officer at Mode, and the steps he took to reimagine their identity. This guide is aimed at SMEs, large corporations, NGOs, and Swiss companies looking to understand how a repositioning can not only strengthen a brand but also resonate with its audience and drive its growth.

Why undertake a brand redesign?

It is legitimate to wonder why modernize an already established and functional brand. For Mode, a company that started as a passion project around mechanical keyboards, the first five years helped clarify their vision, values, and ambitions. A brand redesign is not just an aesthetic exercise; it is an opportunity to:

• Reinforce its identity and core values: Mode wanted to better reflect their concept of "warm technology" and emphasize their artisanal approach.
• Stand out in a saturated market: By identifying new spaces in the competitive landscape, the company sought to position itself uniquely.
• Enhance the user experience: From marketing messaging to product design, everything must be thought out to capture attention and retain customers.
• Prepare for the future: A strong brand must anticipate future customer needs and market trends.

Key stages of the redesign process

1. Discovery phase: Understanding the past and defining the future

The transformation of a brand begins with deep introspection. At Mode, Matthew and his team explored the company's foundations, market trends, and customer behaviors through targeted data and interviews. This step identified clear objectives such as:

• Defining a distinct and authentic brand voice.
• Gaining a better understanding of their current customers while targeting new segments.
• Updating product offerings to better meet expectations.
• Increasing revenue through ambitious projects over five years.

A collaborative methodology was used, including team ideation exercises and workshops, to synthesize the company's vision and segment different types of customers, such as Tim, a design enthusiast, or Jay, an engineer looking for ready-to-use products.

2. Definition phase: Clarifying the strategic direction

After collecting and analyzing the data, Mode drew several key insights:

• Customers value products that bring joy and warmth to their daily lives.
• The brand's visual identity and language required a complete overhaul to reflect these values.
• Competition in certain segments was too dense, requiring a unique repositioning.

Based on these findings, the team created guiding principles such as the concept of "warm technology," focusing on functional yet emotionally engaging objects, and on high-end yet accessible design.

3. Development phase: Turning ideas into reality

The creative phase of the redesign involved creating "stylescapes," visual mood boards designed to align the team on an aesthetic direction. Three distinct concepts were proposed, combining typography, color palettes, and imagery:

1. Serious Fun: A clean, colorful, and minimalist style.
2. Crafted Narrative: Inspired by editorial design with rich contrasts.
3. Bits of Joy: A modern nod to nostalgic graphics.

After feedback, the team combined favorite elements to arrive at a final concept: The Story of Craft. This guided the visual and strategic redesign, particularly on:

• Typography combining serifs and monospaced fonts for a technical touch.
• A color palette dominated by deep green, evoking nature and serenity.
• Warm and organic imagery, showcasing products in living spaces.

4. Delivery phase: Refining and implementing

The final step is to translate the vision into tangible assets: a redesigned website, visual identity guides, and consistent communication. For Mode, this involved:

• Creating a seamless user experience on their site, catering to both novices and experienced enthusiasts.
• Adopting sustainable practices, such as using recyclable packaging.
• Highlighting their story and behind-the-scenes to strengthen community ties.

Consistency was paramount, with every detail refined to embody the brand's values.

Key takeaways: Applying these principles to your project

Here are the main learnings from Mode's redesign process, applicable to any organization:

1. Start with a clear vision

Understand where your brand stands today and where you want it to go. Honest introspection is essential to define your strategic priorities.

2. Immerse yourself in your customers' needs

Detailed personas and qualitative studies help better understand expectations and design tailored solutions.

3. Value your authenticity

A strong brand is built on sincere values. Mode relied on its artisanal and human approach to differentiate itself.

4. Be ready to make tough choices

A successful redesign sometimes involves discontinuing certain products or practices to focus better on what matters.

5. Think long-term

Every element, from design to messaging, must align with your future vision and growth needs.

Key points to remember

• A brand redesign goes beyond the logo and colors; it must reflect a clear strategic vision.
• Understanding your audience is key: conduct in-depth research to anticipate needs and trends.
• A unique positioning ensures competitive differentiation in a saturated market.
• The brand's values should guide every aspect, from product design to communication.
• A smooth user experience and well-designed products enhance customer loyalty.

Conclusion

The Mode brand redesign is an inspiring example of how thoughtful strategy, rooted in authenticity and innovation, can transform a business. For Swiss organizations, whether SMEs, NGOs, or luxury companies, these lessons show that a strong brand is not just a marketing tool: it is a promise made to your customers. Take the time to define this promise and materialize it in every aspect of your business.

Source: "Building a Brand – Redesigning a Business Start to Finish" - Matthew Encina, YouTube, May 29, 2025 - https://www.youtube.com/watch?v=ZvxpaklnMXI