Over the past decade, Innovatemap has grown into something I’m incredibly proud of. We’ve helped hundreds of companies define, design, and go to market with digital products that win.
But in that time, we also evolved. And like we tell our clients: when your brand no longer reflects who you are or what you do best, it’s time to do something about it.
So, we took a taste of our own medicine. We rebranded.
And while we didn’t go back to the drawing board—we didn’t change our name or completely reinvent ourselves—we did intentionally evolve our brand identity and messaging to match the company we’ve become.
Why Now
There were a few moments that made it clear it was time.
The first came on the heels of our 10-year anniversary.
That milestone gave me a reason to pause and reflect—not just on where we’ve been, but where we’re going. And with that forward-thinking lens, it became clear: our brand no longer fully represented who we are today, or who we’re becoming.
The second was market-driven.
The tech landscape has changed dramatically since Innovatemap started—and so have the needs of founders and product leaders. Raising capital is more competitive. Expectations for early traction are higher. We evolved our services to help early-stage companies build momentum faster and look investor-ready from day one—while also helping mature companies solve bigger, more complex challenges at scale.
The third was a moment of clarity.
I found myself in a room of fellow CEOs, sharing what we do at Innovatemap. And I was met with blank stares. Not because they didn’t believe in what we do—but because they didn’t know. The brand hadn’t kept up with the business. The disconnect between how we talked about ourselves and how we were actually showing up for clients was too wide to ignore.
That was my turning point.
What Felt Off
This wasn’t a vanity or cosmetic project. It was a strategic move to fix something that had started to feel misaligned.
The feedback we kept hearing from clients confirmed it:
- “I had no idea you were this strategic.”
- “I didn’t realize your team could do that.”
They were talking about our product experience and go-to-market work—the research, strategy, and design that had been core to our engagements, but wasn’t coming through clearly on the surface.
That kind of feedback is flattering, sure—but also frustrating. Because we were delivering premium outcomes but not communicating that up front. Our old brand was underselling our expertise. Undervaluing our impact.
And it wasn’t just visual. The words we used, the way we told our story—it didn’t reflect the results we were helping clients achieve. That needed to change.
What We Wanted to Accomplish
This brand refresh was an opportunity. Not to reinvent ourselves, but to show up more clearly and confidently.
We wanted to:
- Cut through noise in a more competitive market.
- Better reflect the maturity of the problems we help solve.
- Align what people see and hear with the outcomes we actually deliver.
We also wanted to balance two truths: that we’re a team of experts—and we’re the kind of people you enjoy working with.
A lot of companies struggle to convey both. We didn’t want to sacrifice likability for credibility, or vice versa. This brand had to communicate both.
Frankly, it was time to get the credit we’ve earned. We know this industry. Collectively, we’ve been doing this a long time. We have the experience and expertise founders and product leaders need—and our brand needed to show that.
How We Did It
We ran Innovatemap like we would a client.
For six months, our team treated the brand refresh just like any other engagement—complete with timelines, deliverables, standups, and engagement leads.
And for the first time, I got to experience the Innovatemap process from the client’s side. I wasn’t directing every detail. I was trusting the team. Receiving recommendations. And feeling excited every step of the way.
We staffed the project with fresh eyes. They pushed us forward. They asked hard questions. They didn’t settle. And what we ended up with reflects who we are now—inside and out.
What This Sets Us Up For
This new brand helps people understand us faster—and more accurately. It reflects the caliber of work we do and the caliber of clients we serve.
It shows that we’re not just here to help build great products—we’re also here to shape the stories that help those products gain traction. From product experience to go-to-market, our work drives real outcomes. And now, our brand reflects that.
And for our current and former clients? It’s a reminder: we’ve grown. And if you’ve grown, too—there’s a good chance we can help in new ways you haven’t considered.
My Advice: Trust the Feeling, Then Trust the Experts
If you’re a founder or CEO reading this and wondering whether your brand is still serving you—don’t ignore that feeling.
A rebrand doesn’t have to be a full teardown. But your brand should evolve with your business. And when it doesn’t, there’s a cost: missed opportunities, misperceptions, and messages that don’t land.
This was a meaningful evolution for us. It wasn’t about attention. It was about clarity. And it’s already helping us connect with the right people, for the right reasons.
We wouldn’t advise our clients to settle for misalignment—and we weren’t about to either.
See how the new brand came to life. Check out the work.
