Lucas Yu

Superside

Rebrand

When your branding doesn't reflect the brand you've become, 
it's time for a rebrand.

We aimed to reflect Superside’s growth,
global creative capabilities, and forward-looking ethos.


Rooted in Superside's mission to solve the creative gap with technology and talent, the project emphasized AI as an amplifier of human creativity.

PART 02: THE LOGO

A logo refined, not reinvented

At the core of Superside’s rebrand is a more organic and natural expression of who we are. The updated logo keeps the spirit of the original while introducing cleaner lines and a balanced presence to meet the expectations of a more mature, corporate audience.
Flexible and scalable, it adapts seamlessly across contexts, maintaining clarity and recognition even at the smallest sizes.

PART 03: COLOR PALETTE

A nature inspired color palette

A nature-inspired palette evolved from extraterrestrial green to soft, neutral tones.
Primary colors anchor the brand, ensuring a consistent and recognizable presence across core touchpoints. Secondary colors bring a friendly, approachable feel to customer and people-focused materials. Spice colors, reserved for dark backgrounds, add vibrant accents to social, events, and customer-facing assets, highlighting key elements with energy.

PART 04: TYPOGRAPHY

The type that matters

The Superside typography mix is picked to be flexible in tone and accessible in the digital age. It can be bold, playful, and loud in high-impact marketing moments, yet subtle and restrained in functional digital experiences. This balance makes it a critical part of the brand’s transformation, supporting clarity, consistency, and personality across every touchpoint.

PART 05: ICONOGRAPHY

Organic meets precise

Superside’s icons blend nature-inspired shapes with sharp, technological details.
Unified yet flexible, they stay clear and consistent across all touchpoints, from bold campaigns to digital screens.

PART 06: PHOTOGRAPHY

Training an AI model that knows exactly what 'on brand' looks like

As part of the rebrand, Superside built a proprietary AI-powered photography model, starting with a foundational shoot to train it. This custom dataset ensures every generated image aligns perfectly with the new brand, from tone and lighting to posture and style. The model applies brand guidelines automatically, producing high-quality, on-brand visuals in minutes instead of weeks, redefining how creative teams deliver at scale.

PART 07: APPLYING THE SYSTEM

A rebrand that drove revenue, reach & recognition

The Superside rebrand delivered measurable impact across the business, fueling the best sales quarter to date and sparking more conversations with top enterprise prospects. Marketing metrics showed significant gains in reach and resonance with enterprise decision-makers. We can see the rebrand in action across all channels—content, events, videos, ads, and campaigns—showcasing a consistent, elevated identity. As CMO Jennifer Rapp put it, “90% of our Q3 revenue pipeline is enterprise. That was the goal, and we’re seeing it work.”