Industry
Software as a Service (SaaS)
Average Revenue
$700M (2024)
Total Clients
72K+
Total Users
1.5M / Month
Freshworks - Digital Rebranding
Freshworks - Digital Rebranding
As Freshworks continues to grow and evolve, it’s imperative for the company to distinguish itself from competitors across all target markets, including Startups, SMBs, Mid-Market, and Enterprises. Despite the unique characteristics of Freshworks products and their widespread use, they lack the recognition and branding they deserve. To unify the brand and foster trust among Freshworks users, it became essential to consolidate all products under a single branding umbrella. Thus, the journey of Freshworks ReBranding began.
As a Design Lead, I collaborated with Freshworks branding team to develop a fresh online presence and comprehensive guidelines. This includes creating a versatile Design System that could be seamlessly implemented across all touchpoints.
We facilitated an initial UX workshop, combining affinity mapping and card sorting exercises. Our goal was to pinpoint the shortcomings of their current website and determine the necessary components for the new site to establish their brand as market leaders. After extensive discussion and numerous post-it notes, we identified key areas of focus. We organized this information into a Miro board to begin outlining the information architecture.
100+
Templates built into the CMS
300+
Template variations
9
Hero banner
templates
7
Testimonial
templates
9
Footer
templates
5
Features Detail
templates
5
Brand logo banner
templates
15+
Card layout
templates
We facilitated an initial UX workshop, combining affinity mapping and card sorting exercises. Our goal was to pinpoint the shortcomings of their current website and determine the necessary components for the new site to establish their brand as market leaders. After extensive discussion and numerous post-it notes, we identified key areas of focus. We organized this information into a Miro board to begin outlining the information architecture.
Given Freshworks’ extensive collection of customer case studies, each boasting impressive numbers and testimonials, We recognized the potential of leveraging this content. We proposed creating multiple testimonial templates with customizable components to showcase key insights from these case studies. These templates would be prominently featured under the resources tab, allowing for easy access and engagement with valuable customer feedback.
Collaborating closely with the leadership and product stakeholders, we allocated colors from the new palette and selected graphic elements to represent key areas. This approach enabled me to create a striking and cohesive brand experience.
Introducing the Freshworks Kudumba (Family), a vibrant ensemble of characters embodying the diverse personalities within every business and its cherished customers. Each member of this whimsical family represents a unique facet of our community, showcasing individuals of all shapes, sizes, and personalities.
