Howto & Style

Building a Brand – Redesigning a Business Start to Finish

by Matthew Encina

📚 Main Topics

Introduction to Mode and Its Origins
- Founder Jaicob's journey from hobbyist to entrepreneur.
- Initial product launch of 50 custom keyboards without external funding.
Matthew Encina's Role as Chief Design Officer
- Joining Mode in 2025 to lead the rebranding effort.
- The importance of evolving the brand to reflect the company's growth and vision.
Understanding Branding
- Definition of a brand beyond logos and colors.
- The significance of customer perception and brand reputation.
The Branding Process
- Utilizing the Double Diamond framework for a structured approach.
- Collaboration with Ben Burns for an objective perspective.
Discovery Phase
- Gathering insights on brand vision, business goals, and customer preferences.
- Creating user personas to understand current and potential customers.
Define Phase
- Synthesizing research to clarify design challenges.
- Establishing a vision centered around "Warm Tech" and creating joy in everyday experiences.
Develop Phase
- Creating stylescapes to visualize brand directions.
- Finalizing a cohesive visual identity, including typography, color palette, and photography style.
Delivery Phase
- Refining brand strategy and identity system.
- Emphasizing transparency and community engagement in marketing efforts.
Future Projects and Goals
- Website redesign and eco-friendly packaging initiatives.
- Development of the next generation of keyboards.

✨ Key Takeaways

Evolving Brand IdentityA successful rebrand requires a deep understanding of the company's vision, customer needs, and market positioning.
Collaboration is KeyWorking with a diverse team can provide valuable insights and enhance the creative process.
Customer-Centric ApproachUnderstanding customer personas and their journeys is crucial for tailoring products and marketing strategies.
Iterative ProcessBranding is an ongoing journey that involves continuous learning and adaptation.

🧠 Lessons Learned

Branding is MultifacetedIt encompasses more than just visual elements; it includes customer experience and emotional connections.
Data-Driven DecisionsResearch and customer feedback are essential for making informed branding choices.
Simplicity and ClarityClear communication and straightforward design can significantly enhance customer engagement.
Sustainability MattersIncorporating eco-friendly practices can resonate with customers and reflect a brand's values.

This summary encapsulates the journey of rebranding Mode, highlighting the importance of thoughtful design and customer connection in building a successful brand.

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Transcript excerpt

0:00 At the start of 2025, I joined Mode as their Chief Design Officer. My first task? Reimagining the company's brand. But where do you begin? How do you position your brand to stand out from competitors? Why risk changing something that already works? And how can a rebrand transform a business and shape its future products? Hello, I'm Matthew Encina. In this video, I’ll walk you through the process of building a brand, from start to finish. Thanks to Shopify for sponsoring this video.

0:31 Before we begin, I’ll give a little context on how we got here. The story of Mode begins when our founder Jaicob discovers mechanical keyboards while working as a software engineer. What starts as a hobby—building his first custom keyboard—evolves into a quest for the perfect typing experience. This obsession sparks ideas that lead to late-night designing, which becomes Mode's first product: a batch of 50 keyboards. No outside investments. No crowdfunding.

1:02 No guarantee of success. The keyboard isn't perfect—first attempts rarely are—but 50 incredible humans take a chance on Mode. Since then, Mode has grown steadily, reinvesting in better keyboards with each production run. Now, five years later, it has transformed from a side project into a company with a clear vision: Mode isn't just about keyboards—it's about how thoughtful design transforms everyday experiences. This vision comes to life through our small, dedicated remote team across Boston,

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