Fastly brand refresh
Fastly embarked on a brand refresh journey to signify its evolution from a startup to a mature enterprise, aligning its visuals with its stature ahead of the IPO. The objective was to transition from a simple, one-color logo to a comprehensive brand identity encompassing a full-color palette, branded font, illustrations, and brand patterns. This transformation aimed to assert Fastly's readiness for enterprise business while preserving its "by developers, for developers" essence.
To expedite progress and meet the tight deadline preceding Fastly's impending IPO, we opted to engage a design agency for the brand refresh. As a pivotal figure, I orchestrated the alignment of upper management with the design agency, ensuring a shared understanding and vision for the project. I facilitated collaborative discussions to shape the brand identity, incorporating Fastly's core values and requirements into the creative process. Through evaluation of our brand persona and market positioning, we initially crafted three distinct concepts, and crafted a concept to achieve a brand style that resonated with our objectives.
Guiding the team through the creation of a comprehensive style guide, we initiated the rollout of the refreshed brand across various channels, including the website, offices, and presentation decks, in preparation for Fastly's IPO. Conducting an audit of all branded touchpoints and communications, I facilitated alignment with business stakeholders to ensure a unified expression of the new brand throughout the company.
The development of a comprehensive style guide, initially distributed as a PDF and later integrated into a full-fledged design system website, played a pivotal role in facilitating employee adoption of the new brand identity. By collaborating closely with various teams, including the product design team, we ensured seamless integration of the brand across all customer-facing channels, laying the foundation for a unified and consistent brand experience.
Refreshing Fastly.com was a critical aspect of the brand refresh initiative. To maximize impact within our tight timeline, we strategically prioritized updating key sections such as the homepage and select high-level pages, along with implementing an updated header across multiple pages. This approach allowed us to effectively showcase the new brand while ensuring timely rollout without overwhelming the web development team.
Fastly office with brand colors and accents
Fastly stickers in the branded environment
Despite an accelerated timeline, we successfully navigated the complexities of gaining alignment among high-level stakeholders, including the founder and CEO. The brand refresh achieved its primary objective of positioning Fastly as a mature, enterprise-ready company, instilling pride and confidence among employees. The unified brand expression not only improved employee morale but also reinforced Fastly's credibility and trustworthiness in the eyes of potential enterprise clients, setting the stage for future growth and success.