Actionfigure Rebrand
& Brand Launch
Actionfigure™ rebranded from TransitScreen® in the fall of 2021. As the lead designer at the DC-based software startup, I worked alongside an in-house marketing team to develop, design and launch a new brand identity system within the first three months of joining the team. The rebrand, although somewhat underway when I joined the team, took place over the course of about 10 weeks. The process started with research and brand strategy sessions with key internal stakeholders, and ended with a fresh new identity and successful brand launch campaign in November 2021.
Role
Lead Graphic/UI Designer, In-House Marketing Team
Year(s)
2021
Notable Projects
Brand Identity Design, Brand Guidelines Document, Website Redesign
The Rebrand
When I joined the TransitScreen team in August 2021, the company was looking to bring its multiple solutions under a single identity. With certain aspects of the rebrand already decided upon, such as the new Actionfigure name, my challenge was to work with key internal stakeholders to re-frame how target audiences thought about the company. The solution: build a new brand ecosystem that allowed for a scalable future.
Visually, the brand needed to come across as professional and elite while still maintaining a young and innovative appeal. After diving into research and formulating a brand strategy that aligned with the company’s team leaders and CEO, I began building the brand identity system you see today.
The Brand Launch
In November 2021, we announced the rebrand from TransitScreen to Actionfigure to the public and approximately 90,000+ customers and prospects. Our marketing team introduced a new brand identity including a new name, logo, color palette, typography, graphic elements and overall brand tone, and launched a new website that had close to 17,000 page views within the first month. The website, a Wordpress site built with Elementor Pro, consists of approximately 40 pages with an active blog that contains hundreds of posts dating back to 2018.
In addition to the PR and marketing efforts associated with the Actionfigure brand launch, I led the development of a detailed brand guidelines document to instill internal brand standards for the company and to include as an asset in the investor deal room. The 67 page guidelines document outlines everything from the company’s tone and language to the logo restrictions, to the UI styles of our recently refreshed software products.
Final Thoughts
The beloved, small, and scrappy startup that gained the hearts of thousands of transit enthusiasts from 2014 to present has successfully transitioned into a professional company looking to transform the way corporate, residential, and retail real estate professionals value location and proximity to transportation. The rebrand helped tap into new target markets and increased sales during the pandemic. Internally, all company documents, marketing materials, and software have been rebranded to match the tone and visual identity built during the rebrand process. Actionfigure is currently searching for investors in a Series A fundraising effort and uses the cohesive brand as a major selling point to all prospects. You can read more about the Actionfigure rebrand here.