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Rev asked for help tackling their rebrand as they approached a crucial round of product funding.

Business Challenge

Rev’s priority was to move away from high-volume commodity-based positioning to a higher-value lifestyle brand positioning. However, this shift came with the significant challenge of not alienating two of their core customer groups: enterprise and self-serve. To further add to the challenge, Rev’s new positioning would need to account for its AI-only product, which at that time was a separate offering owned by an entirely different business unit.

Our Approach

We dug into exploratory research to learn about what made Rev unique. We went through droughts of quant. and qual. research, capturing the options of everyone — customers, transcription freelancers, employees, and founder of the company.

Strategy

Through research, we found the essence of the Rev brand to be summarized by a tireless collaboration between cutting edge AI and meticulous human effort.

We used the human and AI relationship to create Rev's new brand mark and visual system - using organic shapes, bold bends, unfiltered human expression, and simple iconography to tell Rev's story.

Inspired by the spirals in our inner ear, that allows us to share thoughts and feelings and also keeps us balanced, we created a brand mark that was unique to the category and represented the values and mission of Rev.