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 effort went into the brand strategy and it landed. But that left little room for the identity itself. The result had gaps:

• The product was invisible — hidden behind illustrations, or photoshopped into stock photos of people who looked nothing like our actual users.
• The color palette had problems — bright primary colors combined with muted secondaries, without clear rules for use. It was a palette hard to balance, with no way to get enough contrast on longer web pages, presentations, or documents.
• There were too many visual expressions — flexible, but with no rules to hold it together. That put the identity at risk of looking immature, inconsistent, and ultimately failed.

Over the next two years, I led the evolution of the visual identity. I refined the color palette, defined rules for usage, and built key visuals that put the product in the center of the visual storytelling. I connected the visual expressions to the customer journey and built the systems to keep it all consistent with governance frameworks, SOPs, and asset libraries in Figma and Adobe CC.

Product at the Center

If we're telling Leapwork's story, let the product be the story. I limited the use of stock photos. Small animations now showcase product snippets to explain the benefits, without the cognitive load of a big, UI-packed screenshot.

Color Under Control

I defined usage rules to fix what could be fixed, and introduced what was missing. The three bright colors are core to Leapwork's brand strategy and couldn't be touched — the whole "giving the green light" story doesn't work without that traffic-light green. So I set clear rules for how and where they could be used, to prevent accessibility issues and inconsistencies.

The other gap was contrast in the backgrounds. I added cold black and medium blue shades to the palette.

Visual Expressions Tied to the Journey

I mapped different visual expressions of the identity 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 Leapwork identity became stronger — with the product at the center of every story it tells, and better connected to prospects, customers, and partners. And it's built to scale.

Neli Boyanova © 2026