In short
At the end of 2023, Freepik (now Magnific) rebranded to look more mature, more modern and more current, closer to our users and to what we wanted to say as a company. We defined the identity and built the brand book together with an external agency. Then the team rolled it out across every brand: websites, videos, the launch, all of it.
The identity came out of working sessions with an external branding agency, who executed it. We built the brand book together with them. The team then made every application across all the brands: websites, videos and the launch.
I took part in every working session with the agency, art directing, bringing ideas and making corrections. Then I led the team through the brand book with the agency and every application that came after, for all the brands.
The problem
The previous identity no longer reflected the company Freepik (now Magnific) had become. We wanted something more mature, more modern and more current: a brand our users would identify with, and one that said what we wanted to say as a company.
What we did
A brand book built together with the agency, from logo and sub-brands to color, typography, illustration and expressions. Then the team rolled it out across every brand.
The launch
The new brand went out with a campaign, press and videos, all made by the team.
What I learned
I'd worked on rebrands before, but never for a big brand with several sub-brands living in the same visual universe and the same design system.
That was the most complex part, and the most fun: making every sub-brand feel like part of something bigger without losing its own voice.
We solved it together with the agency, so the brand says what we wanted it to say, and it's clear what it means.
Identity and brand book with an external branding agency. Applications, videos and launch by the team at Freepik (now Magnific).