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THE PICSART REBRAND
PicsArt is the leading free photo editing app with over 1 billion downloads to date. As the most popular photo editor app on mobile. PicsArt offers all the editing tools and one-of-a-kind photo effects you need to create awesome edits right from your phone.
The Task
In rebranding PicsArt, I wanted to evolve the brand into something that would better celebrate the idea that EVERYONE'S CREATIVE and take that notion to the next level.
It also had to be distinctive, flexible, and adaptive, adjusting with shifting trends and yet instantly recognizable no matter how it was implemented.
This is a lot for a brand to accomplish...
To Achieve this
We changed the focus from the fantastic technology under the hood to our millions of users worldwide and their interests, passions, and aesthetics. We summarized this new vision into a simple philosophy that everything would align to.
Vision
The PicsArt brand is a reflection of our global community in all of its richness, color, and diversity.
Always authentic and relevant, It is more than a single word mark or design. It is a tapestry of styles encompassing the entire spectrum of global creative and personal expression.
We then created a fun, fresh, dynamic, open brand that reflected this vision, permanently anchored with an iconic logo shape.
This allowed us to wrap the logo and adjust the creative in an infinite number of ways depending on the story we were telling, the audience we were addressing, the objectives we were trying to achieve, and the region we were targeting.
In addition to the visual brand, we created a unique voice and tone, a specific methodology around creative, photography, ASO, growth marketing, and product development to ensure consistency and brand alignment across all touch-points.
With this new adaptive brand
We were able to craft powerful and diverse stories that celebrated our users in a consistent and meaningful way.
By implementing a consistent, dynamic brand and strategy across the entire ecosystem globally (Marketing, Product, Partnerships, Comms, Premium Content, and More), PicsArt began to experience dramatically increased brand recognition and awareness. This in turn directly impacted app downloads, usage, and ROAS.
The rebranding of PicsArt directly and significantly contributed to the exponential growth experienced by the company resulting in growth from <50M MAU to 150M+ MAU in a little over 2 years.
