Brand refresh for Metricflow
Evolved an early-stage brand into something ready for Series A and enterprise buyers. A case study by Mia Johansson, Brand Designer for Startups.
Challenge
Metricflow, a revenue analytics platform, had a brand designed on a tiny budget at founding. It looked playful in a market where buyers now expected maturity.
Solution
I evolved the identity rather than replacing it: refined the logo, introduced a more confident type pairing and palette, and created product illustration and photography guidelines.