✦ Karthi presents · Movie 02 ✦
Spendflo
I pitched, led and shipped a company-wide rebrand with a small in-house studio: new mark, identity system, website, launch campaign and sales collateral, all live on the same day.
- Role
- Manager, Visual Design. Pitched and led the rebrand.
- Studio
- In-house: visual, video and Webflow, led by me
- Scope
- Mark, identity system, website, launch campaign, sales and pitch decks
- Launch
- 3 December 2024
A procurement SaaS growing beyond savings into new markets, with a skeleton brand: a bar-chart logo, a font and three pinks.
Pitched a full rebrand, built a small in-house studio, rebuilt the website, and turned the old three bars into three stacked layers, one per product vertical.
One mark for three verticals, and a launch where every touchpoint, from social to sales decks, changed together.
Two years.
One rejected deer.
One mark.
A rebrand rarely happens in one big moment. This one moved a small step at a time, until the whole company could move at once.
A blank canvas.
The auditWhen I joined, the brand was a skeleton: a bar-chart logo, Satoshi with P22 Mackinac for accents, and three pinks. Spendflo did SaaS spend management and savings, and it was about to become much more than that. It needed an identity that could carry the ambition. The first step wasn't a redesign. It was building momentum.
The deer that didn't make it.
Shelved, not deadThe first rebrand push came with product marketing. I proposed a buck: “buck” as in money saved, merged with the old bars into a leaping mark. It resonated, and it went as far as billboards and merch. But leadership saw where Spendflo was going, which was well beyond savings into new markets and a fuller procurement suite. The buck was too small a promise. The plan was shelved. Not a dead end. A redirection.
Building the studio.
The dream teamBy early 2024 I had built a small in-house studio: a visual designer, a video designer and a Webflow developer. In September 2024 we rebuilt the website around Spendflo’s new focus on AI-driven procurement. Quietly, alongside it, we started on something bigger.
Three services. One direction.
Scroll to build it- 01The old mark. Three bars, savings going up. True, but only one chapter of the story.
- 02Three bars, three layers. Each bar becomes a layer, one per vertical. Stacked, they point one way: up.
- 03Managed Services. The base. A team that runs procurement for you.
- 04SaaS Spend Management. The middle. Visibility on every tool and every renewal.
- 05Intake-to-Procure. The tip. Every request enters here and moves up.
Built to be held consistent.
Colour · Mark · Layout
A reintroduction.
CampaignTailored updates on how the change fits their journey.
A global campaign that showed growth and adaptability.
A rallying cry: one company, one shared vision.
Pitching it wasn't about a logo. Two years of small wins had built the trust to ask for a rebrand, and the approval was leadership backing where Spendflo was heading. On launch day every touchpoint changed together, from social to the pitch decks in sales' hands.
Small steps.
One direction.
Persistence over brilliance. Every small win earned the trust for the next one.