Leapwork Brand 2.0

DELIVERABLES

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

Challenge
In 2022, Leapwork rolled out a major rebrand. But once the launch excitement faded, the real challenge began: applying the new identity across every asset. The brand guidelines delivered by the agency provided a solid starting point, but also came with critical gaps: overuse of generic stock photography, product visuals hidden behind mockups and illustrations, and colors that were too bright to work in practice. The result was unappealing assets that failed to convey Leapwork’s story with impact.

Solution & Role
Over three years, I led the evolution of Leapwork’s identity. I refined the color palette and usage rules and developed key visuals that placed the product at the center of our storytelling. To drive efficiency, I introduced brand governance frameworks, built SOPs, and created asset libraries in Adobe CC and Figma. I also partnered with the Director of Web Strategy to create Leapwork’s first web style guide. (Check out also the Leapwork website redesign case.)

Original Brand Guidelines

Evolved Brand Assets

Leapwork's identity runs through everything - events, marketing and sales communication, campaigns. It shapes how we look, feel, and sound. But the job's not done. Next: teaming with Product design to bring that same identity into the product and deliver a seamless brand experience for customers.

Neli Boyanova © 2025