We are thrilled to finally unveil our brand new look! As a lean team of just 3 people, we took on the rebranding process entirely in-house without hiring any external agency. The driving force behind this rebrand was to create a unique and malleable identity that truly represents who we are and where we're headed.

We wanted a brand identity that could evolve and scale with us as we continue growing. For example, if we expand into new product lines or markets, the brand needs to be flexible enough to adapt. A rigid brand would require constant overhauls.

Explaining our rebrand

Name

Our previous name, Obsidian, felt too abstract and disconnected from what we actually do. For a data analytics company, having a name referring to a rock type was pretty confusing for customers.

We decided a more direct name would be beneficial as we continue expanding our product offerings. Obsidian was also an oversaturated keyword in our industry, requiring us to forge a more distinct path. For example, searching "Obsidian data" returned millions of results about the rock.

Ultimately, we landed on unMess - a name that neatly encapsulates our current focus of bringing order and clarity to messy data situations, while also hinting at our broader long-term vision of "unmessing" any chaos or disarray our customers face. For example, "unmessing" could apply to streamlining operations, simplifying compliance, automating processes, and more.

We chose the unmess.xyz domain to reinforce this idea of comprehensively unmessing every aspect of business operations.

Colours

For our primary colour, we made the switch from a muted orangish yellow to a vibrant, pure yellow tone. This allows us to really stand out visually and convey an energetic, friendly, hopeful and cheerful personality - quite distinct from many competitors defaulting to "royal" purple colour schemes.

To complement the yellow, we selected a cool cyan as our secondary colour, creating an eye-catching yet tranquil and balanced overall palette that feels both energising and focused. The cyan accents provide a great contrast to make the yellow really pop.

Fonts

When it came to typefaces, we opted for a trio that worked harmoniously together while still allowing each to shine in its own role. Alegreya Sans took over as our primary heading font, replacing Poppins. Its compelling blend of curves and angles creates an accessible yet distinct ambiance. For example, the curved strokes make headings appear friendly while the angles provide some energy.

For body text, we wanted a highly legible font that could still hold its own alongside Alegreya's flair - enter DM Sans as our new secondary font. Its simplified forms and balanced proportions make it easy on the eyes.

Lastly, Fugaz One's blazing speed and boldness made it the perfect highlight font for our logo. For example, the logo lockup in Fugaz One really commands attention to reinforce the brand name.

Logo

Our new logo represents the two core foundations we've built unMess upon: growth and structure. The growing, expanding circles symbolise our continuous evolution and scaling. For example, we plan to keep developing new product lines and features - so the circular motif hints at that infinite potential for growth.

Yet we've juxtaposed this with an angular, rigid shape to underscore our belief that sustainable growth requires robust infrastructure and strong foundations.

We believe a company can only truly grow when it has a solid underlying structure to support that growth. This inspired the precise right angles anchoring the logo.

Landing Page

One major focus of our website rebrand was making our landing page much more specific and value-oriented. We wanted to immediately show prospective customers exactly what unMess can do for their particular roles and pain points - specifically whether they're in marketing, product, or finance. For example, we have distinct sections outlining how our marketing analytics tools can boost conversion rates, how our product analytics enable better roadmapping, how our financial analytics provide robust forecasting, and more.

The new webcopy takes a direct, straightforward approach to convey our value prop, doing away with marketing fluff and jargon.

We've also incorporated an embedded preview video to be fully transparent about our platform's capabilities right from the start.

Overall, the goal was to simplify and clarify what users get with unMess through digestible feature highlights and value statements.

Cool News

What better time to announce some exciting news: we've been selected as one of Focal S24's Top 100 Startup Companies!

You can find us on Focal here

We're incredibly energised and proud of this comprehensive in-house rebranding effort. Our fresh new look is vibrant, distinct and built to scale alongside our company's evolution. We can't wait for you to experience the new unmess.xyz and all the exciting things yet to come!