Image Credit: Bynder
In the B2B technology space, many brands follow predictable design conventions, often relying on safe, corporate color palettes and visuals. Bynder, a leading digital asset management (DAM) platform, took a different approach. Its recent brand refresh was not about following trends but about reinforcing its leadership in the enterprise space while staying true to its core identity. As the trusted DAM solution for the world’s most iconic brands, Bynder’s visual evolution reflects the premium quality and innovation its customers expect.
Since launching the refresh, the new brand guidelines have had an increase in views of 32% quarter-on-quarter. As Bynder’s brand awareness survey last year showed a 150% year-on-year increase in brand awareness, alongside a 60% surge in social media engagement, timing was right for the brand to continue strengthening its position in the market.
Ljubica Jovanova, Senior Director of Brand and Content Marketing at Bynder, provides comments and insights on the refresh.
Breaking away from the sea of sameness
Ljubica explains the main visual characteristics of the refresh, “Our brand refresh wasn’t driven by following design trends, it was inspired by Bynder’s own evolution. The primary goal was to strengthen our longstanding commitment to enterprise customers and reinforce our position as a market leader, as recognized by every major analyst such as Forrester, Gartner, IDC. Rather than chasing what’s popular, we prioritized creating a distinct, timeless visual identity that conveys leadership, trust, and innovation, while still preserving the strong brand equity we’ve built over the years, which is why our logo remains unchanged.”
A more human approach, even in an AI-powered space
With AI-powered services at the core of Bynder’s offerings, it would have been easy to lean into a highly futuristic, tech-heavy aesthetic. Instead, Bynder prioritized a more human, emotional design language to balance its advanced capabilities with approachability.
Ljubica details, “In the B2B technology space, many brands tend to follow the same design conventions, often leaning heavily on blue color palettes and corporate visuals. While our signature blue remains a core part of Bynder’s identity, we wanted to break away from the sea of sameness and create a more distinctive, human visual identity.
A key part of that was introducing warmer accent colors to our palette, adding a more approachable and dynamic feel. We also refreshed our typography with a modern, characterful typeface that brings more personality into our communication.”
Aligning visual identity with brand values and strategy
Beyond aesthetics, the refresh was a strategic move to align Bynder’s branding with its evolving positioning and core values.
Ljubica: “The main driver behind our refresh was appealing to our enterprise audience and reinforcing our messaging, positioning, and core brand values. While standing out from the competition was a factor, we felt that Bynder was already differentiated. This refresh was more about aligning our brand with the evolving needs of our enterprise customers and solidifying our position in the market.
The real standout in our brand refresh was the logo animation. The animation perfectly encapsulates our brand promise: Unite, Create, Thrive. Watching it come to life was like seeing everything click into place. That animation tied together the entire visual identity, and if you look at any of our new designs or assets, you can see that theme running through everything. I think that was the most powerful element of the refresh.”
The emotional side of branding
Beyond strategy and aesthetics, Bynder’s brand refresh was about telling a deeper, more emotional story, one that resonates with customers on a human level, as Ljubica explains.
“I love being able to tell the emotional story behind the brand, not just the product details. It’s about going beyond the technical aspects to create something that resonates on a deeper level with customers. It’s rewarding to see top-tier clients like Vodafone and Heineken appreciate our new branding, as it reflects the emotional value we provide.”
A refresh that reinforces leadership through visual identity and TOV
Bynder’s brand refresh wasn’t about chasing design trends or fitting into industry norms. It was about reinforcing its leadership, appealing to enterprise customers, and ensuring that even as AI plays a growing role in its services, the brand remains unmistakably human. But the evolution goes beyond just how Bynder looks, it’s also about how it speaks.
Ljubica: “Alongside the visual updates, Bynder refined its tone of voice to better reflect its role as a trusted partner for enterprises. The new TOV is trustworthy through leadership, ensuring clear and authoritative communication. It is responsive to customers and partners, reinforcing Bynder’s commitment to collaboration and support. It is confident in its impact, speaking with the assurance of a brand that drives real results. And it is empowering about the future, inspiring customers to embrace innovation with Bynder by their side.”
By aligning both its visual identity and its voice, Bynder’s refresh strengthens its brand in every touchpoint, ensuring that its leadership, expertise, and customer-first mindset come through in not just what it looks like, but what it says and how it says it.
As portrayed in its new visual identity, Bynder conquers the complexity and chaos of proliferating content with the most powerful, intuitive, and richly integrated platform in the industry. Discover the full story behind the brand refresh here.
About Bynder:
Bynder goes far beyond managing digital assets. The AI-powered digital asset management platform enables teams to conquer the chaos of proliferating content, touchpoints, and relationships in order to thrive.
With powerful and intuitive solutions that embrace the way people want to work and a richly integrated ecosystem, Bynder is the brand ally that unifies and transforms the creation and sharing of assets, inspiring teams, delighting customers, and elevating businesses.
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