Brand identity case study

monday.com brand evolution

Built for project management, monday.com started with a simple, focused story: working on it. stuck. done. Enabling teams to track work – but also to see and celebrate success. As company and product grew more complex, new products emerged and capabilities grew- the brand’s core DNA remained basic and it became challenging to carry the weight of everything monday.com had become. The visual language that once felt fresh started to feel limiting. Over the years, the design team led multiple ambitious attempts to redefine the brand — each one grappling with shifting strategy and an unresolved brand architecture. Although none was formally launched, each one pushed the thinking further and crafted design abilities a bit further, expanding the visual language.

Vision and Strategy Concept Visual Design Brand Architecture Brand Design Research & Trends

01 Spectrum

Using the original DNA of working on it. stuck. done. while unlocking new range, new clarity, and a stronger brand presence – while staying true to our core. The logo, the colors, the shapes – all served as expressions of the platform’s value and energy. The concept of spectrums – people, roles, processes, and products – supports a natural brand evolution. One where layouts, visuals, and tone reflect an expanding world, without losing the spirit that made it powerful to begin with.

02 One color

The opposite instinct. If the brand had become too scattered - what would radical focus look like? An exploration in reduction. Strip everything back to a single color. Not because it was the right answer, but because the constraint revealed something: what does monday.com look like when it's not hiding behind variety?

03 New Era

New world is created around us, and it opened a new way to tell a brand story. monday.com had just launched a new platform positioning: an AI workspace where agents and humans work together. But the cultural moment around AI was anything but optimistic. Fear, chaos, uncertainty about what it means for people and for work. The question we wanted to answer wasn't visual. It was human: what does it feel like to be given back control? Visibility. Scale. Efficiency. A team of agents working for you, so you can think bigger. Exploring future trends in the world - looking at politics, technology, society, nature - we formed the idea of growth after destruction. Like shoots pushing through after an earthquake. We were already seeing it in design: color returning, texture, warmth, joy. A collective instinct to bring softness into chaos. The visual language followed: retro-futurist. Optimistic color. A material softness that sits somewhere between digital and physical. The agents avatars created themselves were designed in 2.5D - not flat, not three-dimensional. Exactly in between. Between human and robot. Between chaos and order. Between destruction and growth. In research of a new world, optimism and hope, familiarity in a new ecosystem, a sense of security and joy - we researched new logos, new design approaches and new illustrative approach.

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