Creative agency Rainfall recently completed an internal rebrand to establish a stronger personality while maintaining their "design made human" philosophy. The Seattle-based firm aimed to balance showcasing their work capabilities with expressing their unique agency voice.

The rebrand process began with CEO Marc Anderson and COO Samantha Kawabata creating a strategic brief, followed by two-week design sprints by product designers Summer Li and Mike Patruno. The team focused on developing a modern, recognizable identity that would resonate with both design professionals and clients unfamiliar with design principles.

Key elements of the new brand identity include:

• Variable typeface with kinetic animations
• Typography that functions as imagery
• Sketch-like elements reflecting the design process
• Custom illustrations integrated with typography

The team faced unique challenges in being their own client, which provided valuable insights into the client experience. This internal perspective helped them better understand the importance of deep business analysis and audience targeting in their creative process.

The rebrand aims to accomplish several goals:

• Demonstrate design sophistication and problem-solving capabilities
• Communicate a clear point of view
• Appeal to both design professionals and potential clients
• Emphasize the human aspect of their work
• Attract diverse clientele while maintaining their core values

Through this rebranding effort, Rainfall has created a framework that allows them to express their identity consistently across various platforms while staying true to their human-centered design philosophy.

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