Last month, we launched our first company rebrand since the company’s founding in 2020. I spent some time breaking down our strategy behind the launch, the timing, as well as our objectives for the launch. You can read more about that here. Since then, we’ve received a lot of great feedback on the rebrand from investors, partners, and friends of the company that are following our journey.
Today, I want to spend some time digging into the process of redesigning our brand: where we started, what our process and considerations were, and how those factors shaped the outcome.
We launched Boom in 2020 with one product: our consumer app for reporting rent payments. As a solely D2C company at the time, we were focused on building a brand that appealed to consumers—messaging that was simple, concise, and informative, imagery that was eye-catching and fun, and a color palette and logo that would help Boom stand out in the app stores and promotional channels.
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As we evolved the product to more B2B use cases, primarily focusing on property managers, we decided it was time to reflect our company’s redefined goals and new offerings in our branding.
We wanted to lean on our internal resources—our amazing product designers, Katia and Viktor, as well as one of our talented investors, Brandon—to design the new branding, website, and logo. Why? Our internal team knows the product best because they designed it, and we wanted our website to be an extension of the product. We wanted to create a brand that feels authentic to who we are and the only way to do that was to do it ourselves.
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There were a few considerations we kept in mind as we started to plan the redesign of our logo, brand, and website. For our new logo, we wanted to create something that was more visually balanced (the comet off the end made it a bit uneven) and retained some of the themes from our original logo. We went through a ton of iterations before we decided on our new logo, a few of which are pictured below.
Our original logo incorporated a comet to represent the growth we strived for our users to see in their credit score. However, when it came to our new logo, we decided to move away from astronomical references to “booms” and incorporate a symbol that represents our biggest differentiator: our technology. We landed on an asterisk—a symbol often used in programming (for a wildcard, or pointer) that also resembles a “boom.”
We also added in an upward arrow as a callback to our original logo that represents the growth our renters (credit score) and partners (NOI, retention, etc.) can achieve with Boom.
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When it came to our branding, we decided to keep our original pink, but scale back its usage so it’s now more of an accent color, and embrace more modern and sleek elements. Our imagery and visuals are less playful and more tech-centric (product screenshots, demos, etc.). When it came to our website, we followed suit. We want the product to speak for itself, to communicate that what you see is what you get.
The end result? A new chapter for Boom where our product roadmap, marketing visuals, core audiences, and website are aligned to represent our company’s vision.
Interested in learning more about Boom, what we have to offer, and what we’re building? Send us a note at partnerships@boompay.app.
