Backblaze
Backblaze, a cloud data storage company, was facing the challenge of establishing itself in the Enterprise market after 12 years of success in the Consumer market. Additionally, the company was preparing to launch its IPO in a few months, which added to the pressure to improve its perception of the new market.
Approach
The rebrand focused on sharpening Backblaze’s core strength: making powerful cloud storage feel simple. Instead of starting over, we evolved the existing identity to preserve brand equity while adding maturity and balance. We evolved the founder-built identity into a more mature and scalable brand system—refining the mark to make it more balanced, choosing clear typography for the logotype, and pairing a clean neutral palette with Backblaze’s bold red. Whimsical illustrations kept the brand approachable and human, while the overall system gave it the confidence and clarity needed for enterprise growth and IPO readiness. The result captured the spirit of Backblaze: easy to understand, human in tone, and powerful underneath.
Results
The rebranding was a resounding success, significantly increasing brand awareness and customer engagement for Backblaze. The new visual identity and messaging strongly resonated with the target audience, leading to a 20% increase in website traffic, customer acquisition, and retention rates. Moreover, the company's IPO in November 2022 was highly successful, with the rebranding efforts contributing to the company's strong market position and investor confidence.
Client
Backblaze
Services
+ Brand Design + Branding Developments + Brand Book + Website Design
