SYNCRO REBRAND
I was hired by Syncro to be a creative director for a ground-up rebrand. We worked with Rick Lowe Design (RLD) to create the vision and worked closely with their team to craft and implement the brand. The final product was a full visual and messaging rebrand: finalized guidelines, working design systems, an expanded image library, and every asset updated across the company.
The full project took nine months and launched in December 2024. We tracked and rebranded every asset, both internal and external.
Angela Lawrence - Lead Brand Designer, Creative Director
Brandon Garcin - VP of Brand & Content
Holly Peters - Sr Graphic Designer
Jillian Ho-Lung - Sr Content Marketing Manager
Paul Cataldo - CMO
Rick Lowe Designs - Creative Agency
Creative Team
Overview
Syncro makes software for MSPs and IT teams. The company was ready to scale up in the market, but no company clearly led the industry and Syncro wanted to stand out. Leadership decided we needed to rebuild the brand from the ground up instead of just refreshing it.
RLD led the strategy and creative vision. They worked with our executive team on positioning and messaging, simplified our brand architecture, and developed the visual identity: the “built to build” concept, a surreal illustrated world, customer portraits, and a modular brand system. They also designed and built our corporate website.
A concept does not become a brand until it is in use. As creative director for Syncro, I led the creative design and implementation of the work. The Syncro team reviewed updates, made the final decisions, and we launched the new brand across every channel.
Old Logo
New Logo
Process
Finalizing the brand. We took RLD’s concept and developed it into complete brand guidelines. We expanded those guidelines, including the color palette, so the brand could work across every asset and use case we needed.
Building the system. We created brand components and libraries in both Figma and Adobe so the team could use the assets quickly and consistently. We templated social graphics, digital ads, slide decks, email templates and other assets for continuous use. We worked with the product designers to bring the new brand into the product.
Growing the image library. RLD created the initial illustrations which allowed us to prompt and continue to grow the Syncro world using Midjourney. We created icons, logo lockups, and other custom assets to use for all our graphic needs.
Mapping every touchpoint. I identified every place our visual brand appeared, externally and internally, and created a tracking spreadsheet that kept us focused during the implementation so that we could stay on track for the deadline.
Making it live. We worked through the list to tackle everything from the largest projects to the smallest. That included rebranding our ebooks, QAing website pages, updating content, and creating new product screenshots. We made sure to get as detailed as possible, even creating Slack icons that got the internal team excited about the change.
Outcome
We launched the new brand in December 2024 after nine months of work with hundreds of assets updated across the website, email, social, ebooks, sales materials, product screenshots, internal tools, and more. The tracking spreadsheet captured every touchpoint, so the brand appeared consistent both externally and inside the company.
The internal hype generated from the rebrand turned into momentum for sales and positive morale across every department. The new visuals created buzz in the industry community and brought attention to our website. The rebrand allowed us to reposition Syncro within the industry and we were able to capitalize on that to launch future campaigns, such as Syncro XMM and expanding strongly into the IT teams industry.
After the rebrand, my team continued to grow the visual identity. I worked closely with product designers to create product screenshots for marketing. We experimented with bringing our illustrations to life with animation. We helped design a show-stopping event booth. We were able to translate the new brand into different campaigns and create web pages based on changing company needs.
This project exemplifies my experience taking a concept and transforming it into a working system and then leading a team to apply it across the entire company.
