Mobile reCell - Ongoing from 2018 to 2024
Building a device recovery SaaS brand from the ground up
Brand Refresh / Brand System
Overview
Taking Mobile reCell to the next step
Mobile reCell, now part of Apkudo, was a leading provider of software solutions for corporate device recovery, helping large organizations manage and recover IT assets with greater transparency and efficiency.
As the company’s first designer and 6th hire, I was responsible for building the visual brand from early start up days to acquisition. In 2021, as the company matured, I led a rebrand to create a more cohesive and scalable identity aligned with evolving business goals.
The updated identity introduced a more refined visual direction centered on clarity, consistency, and approachability. Designed to support both education and growth, the system enabled the team to communicate complex concepts more effectively while maintaining a recognizable presence across touchpoints.
As the company’s first designer and 6th hire, I was responsible for building the visual brand from early start up days to acquisition. In 2021, as the company matured, I led a rebrand to create a more cohesive and scalable identity aligned with evolving business goals.
The updated identity introduced a more refined visual direction centered on clarity, consistency, and approachability. Designed to support both education and growth, the system enabled the team to communicate complex concepts more effectively while maintaining a recognizable presence across touchpoints.
Timeline
Brand Refresh (2021)
Brand Development (2021-2024)
Role
Lead Designer, Brand and Marketing Design
outcomes
- Played a key role in shaping the brand leading up to the company’s 2024 acquisition.
- Achieved a 48.57% increase in social media engagement (2022–2023).
- Strengthened brand recognition, positioning Mobile reCell as a leader in the corporate device recovery space.
Problem
Establishing trust in a low-awareness category
In an industry where competitors placed little emphasis on customer experience, Mobile reCell needed a brand that could communicate transparency, consistency, and trust.
IT asset recovery was often overlooked or misunderstood by businesses, requiring a brand that could clearly educate audiences on its value. At the same time, the small internal team needed a system that could support fast content creation without sacrificing consistency.
IT asset recovery was often overlooked or misunderstood by businesses, requiring a brand that could clearly educate audiences on its value. At the same time, the small internal team needed a system that could support fast content creation without sacrificing consistency.
opportunity
Ready for a rebrand
Mobile reCell's current brand represented where the company was is it's very early years. Once 2021 came around the company had changed and grow from 6 employees in 2019 to 30+ employees. The software offering had changes significantly and the company needed to go from being seen as a device processing comapny only and truly be known for it's software.
A rebrand would allow a stronger foundation for brand growth, ensuring the identity could scale alongside the business and increase brand awareness
A rebrand would allow a stronger foundation for brand growth, ensuring the identity could scale alongside the business and increase brand awareness
Solution
Brining SaaS branding to the industry
Mobile reCell's software solutions were designed with the goal of making device recovery easier for companies and their employees. So ease and growth needed to be at the forefront of the rebrand.
The result was a color-forward brand that not only showcases what the software can do but, puts human experience at the forefront. The rebrand boosted trust for customers and gave Mobile reCell a more modern and friendly face.
The result was a color-forward brand that not only showcases what the software can do but, puts human experience at the forefront. The rebrand boosted trust for customers and gave Mobile reCell a more modern and friendly face.
Brand Foundations
Expressing the progrss through form
The logomark was designed to symbolize progress and forward momentum. Its upward motion reflects growth and achievement, aligning with the company’s mission to advance the IT asset recovery industry.
After exploring multiple directions, the final mark was selected for its simplicity and ability to capture both the company’s current position and future potential. The identity as a whole was designed to feel clear, confident, and accessible.
After exploring multiple directions, the final mark was selected for its simplicity and ability to capture both the company’s current position and future potential. The identity as a whole was designed to feel clear, confident, and accessible.
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In Use
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Learnings
- Systems are essential for enabling small teams to work efficiently and consistently.
- Balancing professionalism with approachability can create meaningful differentiation in technical industries.