Evolving a SaaS Brand for the Enterprise Era
Redefining CloudBees’ visual identity through a company-wide rebrand that unified marketing, web, and product experiences under one scalable design system.
Role: Graphic DesignerTools: Figma, Adobe Suite, Whimsical, ContentfulYear: 2025Team: Graphic Designer, UX Designer, Brand Manager, Software Engineers, Copywriter,
Product Marketing, SEO teamOverview
CloudBees, a global leader in software delivery and DevSecOps, underwent its most significant brand transformation to date — CloudBees 3.0. The goal was to modernize the company’s identity to reflect its growth from a single CI/CD tool into a comprehensive enterprise platform.
As part of the Brand Experience team, I played a key role in evolving the visual direction, building design systems, and ensuring brand consistency across every customer touchpoint. This project marked a turning point in how CloudBees presented itself both internally and externally.
Challenges
Modernize the brand to align with a more enterprise-focused audience.
Develop scalable design systems that could support multiple teams and vendors.
Ensure visual consistency across marketing, web, and product experiences.
Balance innovation with brand recognition — evolving, not abandoning, the CloudBees identity.
Execute all of this within a six-month window for Phase 1 of the rebrand, requiring tight coordination between internal teams, leadership, and an external UK agency to stay on schedule.
Process
Brand Evolution: Partnered closely with senior designers and marketing leadership to interpret the new identity, refining typography, color, and layout systems for flexibility across campaigns and digital touchpoints.
Agency Collaboration: Worked directly with a UK-based branding agency to determine the direction and scope of the rebrand. Our team was responsible for expanding and operationalizing the identity they helped define — a process that required countless reviews, refinements, and iterations. Coordinating edits across time zones and creative teams was time-intensive but critical to ensuring the final brand system felt cohesive, scalable, and authentic to CloudBees.
Design System Development: Built and maintained comprehensive Figma libraries — from web components to marketing templates — enabling consistency and speed across global teams.
Cross-Team Collaboration: Worked with UX/UI and web development to integrate brand visuals into the redesigned CloudBees website, ensuring accessibility and cohesion across breakpoints.
Brand Rollout: Supported rebranding of collateral including events, digital ads, and social campaigns, maintaining brand alignment through every stage.
Outcomes
Completed Phase 1 of the rebrand on schedule within six months.
Successfully launched the new CloudBees brand across web, events, and digital channels.
Streamlined workflows through reusable components and templates, improving design efficiency across teams.
Elevated CloudBees’ perception from a niche CI/CD company to a modern, enterprise-ready platform.
Takeaways
This rebrand deepened my experience in system-driven brand design - understanding how creative decisions scale across teams, tools, and mediums to create a cohesive, adaptable ecosystem. And truthfully, it takes a village to bring something of this scale to life. I learned the value of leaning on your team - collaborating, sharing ideas, asking questions, and pushing through the long hours together. The real reward comes when you step back and see a brand you’re truly proud to have helped build.