Braze Brand Refresh:
With our brand refresh, we wanted to reintroduce Braze in a way that more accurately matched our innovative, creative, and category-leading company and its people. We market to marketers, some of whom work for the most innovative brands in the world. This refresh aimed to sharpen and amplify our visual and verbal style so that our brand was on par with that of our customers.

Our new tagline “Be Absolutely Engaging” has a dual meaning. We are telling marketers to be their best, most engaging selves and to use every tool/channel to do it. We believe Braze is the absolute solution offering the largest mix of marketing channels.

From there we overhauled all our messaging leading with joy not jargon. We spoke directly to marketers and their needs telling them, “there’s never been a better time to be a better marketer”, reminding them that “customers don’t have campaigns, they have conversations”, and challenging them to “never be on fewer channels than their customers” and to “never take churn for an answer.”

We also enhanced our visuals to be more modern and more vibrant, starting with our wordmark, then with our color palette and gradient set (both of which we simplified and intensified)—all of which is still inspired by the brazing process that gives our company its name.

We introduced a design language of our own that includes supergraphics derived from our wordmark and used throughout the entire design system. We also curated a new photography style that showcases our customers winning with Braze, and end users enjoying the elevated brand experiences our customers provide.

The result is a strikingly different looking and sounding brand than the competition, one that still maintains the essential elements of Braze and honors our history.

Since the refresh, our creative campaigns have significantly outperformed our previous efforts. Our refreshed brand campaign activations across Forbes, Marketing Dive, Adage, Display and LinkedIn helped drive 254M impressions, 1.4M clicks and 449K website visitors.