Leapwork Brand 2.0

DELIVERABLES

Brand identity guidelines
Figma & Adobe CC libraries
Website design
Paid & organic social
Marketing collateral
Presentation slides
Animations
Email design

In 2022, Leapwork rolled out a major rebrand. Big agency. Big ambitions.

Most of the time with the agency went into iterating on the brand strategy — which ended up solid. But that left little room for the identity itself. The result had gaps, and they weren't small ones. The product was invisible, hidden behind illustrations or photoshopped into stock photos with people who looked nothing like our actual users. The remaining visuals were generic and said nothing about what Leapwork actually does. And the color palette had real accessibility problems — bright primary colors were being used as backgrounds, making everything hard to read. The rest of the palette was whites and muted tones.  Everything looked washed out.

Over two years, I led the evolution — refining the color palette, defining usage rules, and building key visuals that put the product front and center. I connected brand expressions to the customer journey and built the systems to keep it all consistent: governance frameworks, SOPs, and asset libraries in Figma and Adobe CC.

Product at the Center

I developed key visuals that put the product front and center. If we're telling Leapwork's story, the product is the story.

A Color Palette That Pulls Its Weight

I refined the usage rules to fix what could be fixed and introduced what was missing. Cold black for grounding. Medium shades of blue to add depth. For colors too embedded to Leapwork's brand DNA to touch, like green, I defined clear rules for how and where they could be used. No more guessing. No more inconsistency.

Brand Expressions Tied to the Journey

I mapped different brand expressions to the stages of the customer journey. The right look and feel for the right moment instead of one-size-fits-all.

Systems That Scale

To keep things consistent without slowing the team down, I built the infrastructure around the brand: governance frameworks, SOPs, and asset libraries in Figma — 100+ illustrations, 200+ icons, and campaign templates all in one place. Campaign assets that used to take 5 hours were getting done in 2.

 I also partnered with the Director of Web Strategy to create Leapwork’s first web style guide. Check out the Leapwork website redesign case.

The design team went from patching gaps to producing consistent, on-brand work without needing to reinvent the wheel every time.  And people noticed — both inside the company and out.

Neli Boyanova © 2026