DomainUI’s Favourite Rebrands (and Why They Work)

Rebranding is an art form at the intersection of strategy, creativity, psychology, and real-world business requirements. For many organisations, it is a vital means of staying relevant in an ever-changing marketplace, responding to evolving consumer expectations, or shaking off a negative reputation. The digital domain has become the stage on which many of the world’s boldest and most successful rebrands are performed. At DomainUI, we have spent years observing, analysing, and celebrating those brands that not only decide to rebrand, but do so with remarkable clarity, flair, and purpose.

This article offers an in-depth exploration of several of our favourite rebrands, examining the decision to rebrand, the process behind the scenes, how the new brand was unveiled, and the impact of each transformation. Each case provides a masterclass in branding, design, storytelling, and strategic execution—a testament to what is possible when vision is matched by expertise and courage.

The Art and Strategy of Rebranding

Before we dive into the case studies, it’s worth noting that a rebrand is rarely just about changing a logo or picking a new colour palette. Rather, it is an organisational reset that involves extensive research, the rewiring of internal processes, a reframing of narrative, and, crucially, the recalibration of public perception. The most effective rebrands are rooted in robust brand audits, clear business objectives, and a deep understanding of existing and target audiences.

For many, the digital realm is the primary—or sole—touchpoint with audiences. This makes the visual and experiential components of rebranding all the more important. Website redesign, new domain names, UI/UX improvements, and content strategy must feed into and reflect the rebrand at every level. Without holistic execution, even the sharpest new logos can fall flat in the noisy, competitive world of digital branding.

Case Study One: Airbnb — The “Bélo” Moment

Perhaps no modern rebrand has been scrutinised or celebrated quite like Airbnb’s infamous 2014 relaunch. Moving from their blue-and-white “bubble-letter” typeface and slightly quirky website, Airbnb evolved to introduce the “Bélo” symbol alongside a comprehensive overhaul of their digital and physical presence. The new identity was more human, universal, and adaptable—anchored by values of belonging and openness.

The “Bélo” emblem stands for people, places, love, and Airbnb’s commitment to making everyone feel at home anywhere. The rebrand reached far beyond a fresh logo; it involved a retooled website, more intuitive flows for hosts and travellers, and a storytelling approach that celebrated personal journeys over simple transactions. Despite early criticism regarding the symbol’s abstractness, the rebrand gave Airbnb a mature yet playful presence, captivating both hosts and guests around the world.

In retrospect, the Airbnb rebrand succeeded due to its adherence to core values, expansive vision, and integrated brand experience both online and offline. Importantly, every digital touchpoint—landing pages, booking engines, help portals—was designed to communicate trust, warmth, and a sense of global community. It set the pace for modern holistic rebranding in the online space, showing that bold moves could deliver dramatic and lasting brand equity gains.

Case Study Two: Monzo — From Fintech Startup to Everyday Bank

Monzo’s journey is another DomainUI favourite. Founded as a mobile-only challenger bank, Monzo started with exuberant “hot coral” cards and a fun-loving, transparency-first culture. But as user numbers swelled and mainstream appeal became crucial, Monzo’s brand underwent a subtle but critically important transformation.

The rebrand evolved through typography adjustments, increased accessibility, more inclusive copywriting, and a UI overhaul focused on demystifying banking. Visuals became more inclusive and less “techno-centric,” shifting the focus from geeky early adopters to families, freelancers, and older users. This transition involved a painstakingly detailed redesign of mobile apps—every screen, icon, and user flow was reconsidered to nurture clarity, ease, and personality.

The result? Monzo became more than a fintech darling. It became a trusted financial partner for all ages. Its distinctiveness persisted, but the brand now radiated stability, maturity, and broad relevance—turning an initial cult following into mass-market love. Crucially, Monzo’s rebrand was digital-first, with the majority of user interaction happening on mobile and web platforms. This highly integrated approach ensured that the story and personality of the brand were consistent at every turn.

Case Study Three: Mailchimp — The Coming of Age of Freddie and Friends

For years, Mailchimp’s identity revolved around its friendly chimp mascot, Freddie, and a palette reminiscent of classic American advertising. As email marketing evolved—and Mailchimp grew into an all-in-one marketing suite—a new kind of brand maturity was required. In 2018, Mailchimp launched a bold rebrand with creative agency Collins, keeping Freddie upfront but deepening the visual and strategic experience.

The new brand saw a bright yellow as the signature background, maximalist illustrations, hand-drawn elements, and a distinctive, approachable tone of voice. But beneath the colourful surface, there was a rigorous reimagining of interface logic, onboarding, and product taxonomy. Mailchimp’s website became more navigable, friendly, and adaptive, with a spirit that blended professional capability with joyful irreverence.

This rebrand worked so well because it converted Mailchimp’s playfulness from a “mascot gimmick” into a philosophy running through every layer of the business: from support chats to documentation, humour, simplicity, and helpfulness reign. The cohesiveness of the digital presence is what truly cemented the rebrand’s success, turning Mailchimp into a platform beloved by startups and large enterprises alike.

Case Study Four: The Guardian — Digital Redefinition for a Legacy Media Icon

The Guardian newspaper has always been a trailblazer for progressive journalism. Facing an existential threat in the digital age, it undertook a daring rebrand, shifting from broadsheet to tabloid and undertaking a sweeping digital transformation at the same time. The 2018 rebrand brought a bold new wordmark and user-centric website, making content easier to discover, read, and share across devices.

The redesign was about stripping away clutter, foregrounding stories, and fostering civic engagement, all while respecting the century-old legacy of the brand. The Guardian proved that rebranding is not about erasing the past, but ensuring one’s values and story shine brighter in the present. Responsive layouts, improved type hierarchy, and clearer user journeys all played a role in amplifying both reach and relevance in the crowded news marketplace.

The rebrand’s cultural and commercial impact has been significant: the Guardian now stands as an international frontrunner in digital journalism, with higher readership, donation conversion rates, and a clear, powerful message. This shows that courageous editorial and design leadership, if underpinned by digital savvy, pays extraordinary dividends.

Case Study Five: Dropbox — From Simple Storage to Collaborative Ecosystem

Dropbox started out with a minimalist blue-and-white interface focused on file storage and sharing. Great for engineers, but perhaps uninspiring for broader audiences. As collaboration tools proliferated and digital workspaces evolved, Dropbox repositioned itself as the connective tissue of modern teamwork. The 2017 rebrand, in partnership with Collins, radically expanded the brand’s colour palette and introduced expressive typography and bold, playful shapes.

The new Dropbox identity and website supported a shift from “tool” to “platform,” supporting creative workflows and communication. Each aspect of the user experience—from login screens to file previews, error messages, and marketing campaigns—was given a new vibrancy, yet the brand retained core attributes of simplicity and reliability. User guidance, onboarding, and feature discoverability all benefited from heightened focus, and the Dropbox look-and-feel now signals partnership and creativity rather than mere utility.

This extensive overhaul included a robust content refresh and the creation of a digital platform where new products and integrations could flourish. Dropbox’s rebrand proves that fearlessly expressing brand values, combined with digital design mastery, can redefine not just perception, but the actual behaviour of users and stakeholders.

Why These Rebrands Worked

In examining these standout examples, certain patterns emerge. Each of these rebrands was propelled by a grasp of cultural trends, an acute understanding of user expectations, and a willingness to embrace change. The teams involved did not treat the rebrand as a superficial exercise in aesthetics. Forced by circumstance or inspired by vision, they saw it as a holistic transformation that would signal new ambitions to both old advocates and new audiences alike.

Critical too was the seamless integration of digital assets. New logos and slogans are important, but they only become meaningful if every website, app, email, and social channel echoes the new ethos. Real success comes from the ability to create not just a new look, but a new experience, one that users not only notice but feel and remember.

Common Challenges and Lessons Learnt

No rebrand is without its hurdles. Risks abound: alienation of loyal customers, public criticism, or loss of market position. But the greatest challenge is internal—aligning teams, communicating the “why” as well as the “what,” and executing across complex technical and operational layers. Each case above overcame resistance through clarity of purpose, radical transparency, and passionate storytelling.

Brands that succeed in rebranding do so not just by delighting designers or executives, but by bringing everyone on the journey, making users, staff, and partners feel like co-architects of a new era. Whether you are considering a “drastic” makeover or just a gentle brand evolution, the masterclass lies in balancing the old and new, weaving credibility with creativity, and translating strategy into everyday user experience.

Key Takeaways

Thoughtful rebrands can strengthen resilience, inject fresh energy, and open new opportunities for brand growth. The best examples share common characteristics: research-driven insight, unflinching honesty, digital excellence, and an unwavering commitment to the audience.

Holistic execution is non-negotiable—no touchpoint is too small to escape notice. Launching a new logo only works if navigation, tone, customer service, and even error messages all reinforce the message. The digital-first approach is critical; a rebrand that resonates online can quickly influence perception and adoption across every platform. Most importantly, successful rebrands listen deeply, adapt bravely, and remind both insiders and outsiders what made them special in the first place.

Conclusion

The journey of rebranding, as seen through these shining examples, is never linear. It demands ambition and vulnerability—a willingness to let go of entrenched ways and embrace emerging truths. DomainUI’s favourite rebrands have rewritten their narrative by combining daring creative risk with strategic authenticity. In doing so, they have not only future-proofed their public image but inspired organisations everywhere to see rebranding as a powerful catalyst for growth, relevance, and cultural impact. Whether you are a startup or a household name, these stories prove that with the right vision and commitment, any brand can write its next great chapter.