Bluebeam Brand Refresh

When I arrived at Bluebeam in 2016, I was asked to reimagine a successful company that was founded in 2002. Bluebeam, a leading AEC (Architecture, Engineering, and Construction) technology company has long been seen as a company that puts relationships, collaboration, and people in front of everything else. However, this was largely absent from the company’s visual brand communications and identity. After workshops with the Executive Leadership and countless hours of interviews with customers and employees; I worked with my internal team to brighten up, humanize, and simplify our overall brand aesthetic and messaging. Went from a brand who was defined by our most basic product feature (editing PDF) to being seen as the authentic, simple choice for AEC collaboration. We also streamlined our identity system to make it ready for global scalability with a more predictable palette, as well as a logo extension system for all our “sub brands.” The new brand also was applied to interior office design and marketing partnerships.
Results: The brand overhaul has been a key element to Bluebeam’s enormous success over the past few years. In the past four years, since the rebrand, we’ve added close to 1 million customers and revenue growth of more than $100m.
My role: I led the rebrand through workshops, interviews, and design sprints. In addition to the visual elements below, I wrote, presented, and rolled out Bluebeam’s updated brand bible focused on the emotional and personal benefits of the Bluebeam brand.
All work was done in-house by Bluebeam’s exceptional Creative team.