Identity Refresh & Logo Redesign for CleverTap, a B2B customer engagement and retention platform.

Industry

B2B SaaS / MarTech

Headquarters

Mumbai, India

Year

2021

Credits

Logo & Visual Design: Heeral
Art Direction: Neil
Motion Animation: Shikhar Vyas
Copywriting: Kalyani

About

CleverTap is a SaaS platform built to help brands better understand, engage, and retain their customers. By combining real-time analytics, automation, and personalised communication across channels, it transforms user data into actionable experiences that drive loyalty and lifetime value.

Business Goals

Rebranding an established identity comes with its own challenges, especially when users have built familiarity and trust around an existing visual system. Through multiple conversations with stakeholders and internal teams, one goal became clear: to create a distinct identity that would set CleverTap apart in an increasingly competitive market.

Impact

The rebrand in 2021 laid the foundation for CleverTap’s next phase of global growth. By 2022, CleverTap had raised $105M in Series D funding, scaled to 1,200+ brands across 100+ countries, and expanded its footprint across 10,000+ apps.

“Fortune favors the bold”became the foundation of CleverTap’s reimagined identity. The goal was to build a brand ready for global expansion. Through competitive analysis, we found that most players in the space relied on safe, familiar shades of blue. To break away from the category norm, we embraced a bold and striking red, symbolizing passion for excellence, the drive to create memorable customer experiences, and the confidence to grow through change.

← Previous All Projects Next →