RebrandAgenciesThe rebrand directory
2026 edition · SaaS & tech

The 10 Best SaaS and Tech Rebranding Agencies (2026)

Software rebrands fail differently from other rebrands. The identity ships, the marketing site launches, and then customers open an app that still looks like the old company. In SaaS the product is where the brand actually lives, and firms differ enormously in whether they can follow the work that far.

The other thing to watch in 2026 is repositioning. A large share of current briefs are companies trying to become AI companies, and the agencies below vary in how honestly they will handle that.

Best for

Start here

Find the shortlist for your situation

Pick the brief closest to yours. Nothing here is ranked by a made-up score.

Positioning and messaging that survive an enterprise sales cycle.

Focus LabFocus LabThe default for B2B software MetabrandMetabrandSenior team, short timeline MottoMottoBuy only the part you need

The app changes at the same time as the logo, from one team.

Clay GlobalClay GlobalBrand resolved into screens MetabrandMetabrandBrand into onboarding & states Mission ControlMission ControlBrand, site & product at launch KotoKotoSystems teams can extend

Developer tools and AI companies where engineers are the audience.

basement.studiobasement.studioVercel, Linear, Cursor

Consumer tech growing up without losing recognition.

COLLINSCOLLINSDropbox, Spotify, Twitch Moving BrandsMoving BrandsMotion-first identity

Series B, a new segment, or a launch on a fixed fee.

MottoMottoThree engagement tiers Mission ControlMission ControlFixed-fee brand launch

A rebrand meant to provoke a reaction, not look safe.

Wolff OlinsWolff OlinsDisrupt rather than fit in
The 10

Full profiles

What each firm actually does

01
Focus Lab logo

Focus Lab

Best for B2B software rebrands that have to survive an enterprise sales cycle.

Treated across G2 reviews as the default choice for technology rebrands rather than one option among several, with multiple chief executives saying the specialisation decided it even after running a formal RFP. Founded 2010 in Savannah, and the method is strictly sequenced, with no visual work starting until positioning, messaging and brand architecture are resolved. The Braze and Outreach rebrands produced systems that scaled across sales, product and marketing rather than guidelines that sat unused, and the Marketo work contributed to its acquisition positioning with Adobe. A named Structural Rebrand engagement exists for companies going through a merger or acquisition, and the engagement model runs on weekly working sessions rather than deliverable drops.

Website
focuslab.agency
Clients
Marketo, Braze, Outreach, Calendly, Salesloft, Trello, Udacity, Aptible, Voiceflow.
Covers
Brand strategy, verbal and visual identity, naming, website.
Ownership
Independent.
Skip if
You need the product interface designed too. This is branding-first.
02
Clay Global logo

Clay Global

Best for rebrands where the app has to change at the same time as the logo.

The specific gap Focus Lab leaves is the one Clay fills. Brand strategy, marketing site and product interface run as a single engagement, so the identity arrives already resolved into screens rather than handed to a product team to interpret. That is the difference between a rebrand customers notice and one they experience. The portfolio covers legacy enterprise software rebuilds for ADP, VMware and Cisco alongside venture-backed work, with Puzzle.io reporting 15 percent month-on-month growth after a combined brand and product redesign and the Truebill work contributing to an acquisition outcome. San Francisco headquarters with offices in New York, Austin, Denver, Lisbon and Belgrade.

Website
clay.global
Clients
ADP, VMware, Cisco, Slack, Coinbase, Uber, Turo, Puzzle.io, Truebill.
Covers
Brand strategy, identity, marketing site, product interface, development.
Ownership
Independent.
Skip if
You want packaging, environments or physical retail systems.
03
basement.studio logo

basement.studio

Best for developer tools and AI companies where engineers are the audience.

Vercel, Linear, Cursor, Harvey, Scale, Replicate, Apollo GraphQL and Baseten is close to a complete map of what technical buyers currently consider good taste, and taste is the actual product here. Founded 2018 in Mar del Plata, Argentina, around forty people, run by Facundo Santana and José Rago. The Vercel relationship has run over five years and produced the Geist typeface and work on the Next.js identity. An internal R&D lab has released an open source framework and a headless CMS, which is why the work reads as credible to an engineering audience rather than as marketing about engineers.

Website
basement.studio
Clients
Vercel, Linear, Cursor, Harvey, Scale, Replicate, Apollo GraphQL, Baseten, Krea.
Covers
Brand, marketing sites, digital experiences, custom type.
Ownership
Independent.
Skip if
Your buyer is a procurement committee rather than a developer.
04
COLLINS logo

COLLINS

Best for consumer technology brands at the point the category stops being new.

The recurring problem is a company whose original identity won early adopters and now reads as unserious to everyone else, and the fix is refinement rather than replacement. Dropbox, Spotify and Twitch are the reference points, all brands that had to grow up without losing what made them recognisable. Named Ad Age Design Agency of the Year six times between 2019 and 2025, which is the most consistent recognition anyone in the category holds. Founded 2007, Brooklyn and San Francisco, describing itself as a transformation consultancy rather than a design firm.

Website
wearecollins.com
Clients
Dropbox, Spotify, Twitch, Google, Robinhood, Coinbase, Target.
Covers
Brand strategy, identity, motion, experience design.
Ownership
Independent.
Skip if
Your budget is below six figures. Typical range runs $75,000 to $250,000.
05
Koto logo

Koto

Best for platforms whose brand has to hold across a dozen products and several markets.

Microsoft Copilot+ PC, Google Fitbit, Discord, Fiverr and Afterpay all sit in the portfolio, and the common thread is a brand that has to flex across product, marketing, hardware and partnerships without fragmenting. What Koto builds are systems designed to be handed over and extended by internal teams, which matters when the rollout runs a year and the roadmap will not wait for it. Five studios across London, Berlin, Los Angeles, New York and Sydney, so multi-market work is native rather than subcontracted.

Website
koto.studio
Clients
Microsoft, Google, Discord, Fiverr, Afterpay, Revolut, Headspace, Sonos.
Covers
Brand strategy, identity, digital, motion, packaging.
Ownership
Independent.
Skip if
You want a small team in one timezone.
06
Moving Brands logo

Moving Brands

Best for identities that have to move before they have to sit still.

Motion is treated as a primary design consideration rather than a final flourish, which matters increasingly as software brands are experienced first in an interface and a product video rather than on a page. Salesforce, Netflix and BBC are the reference points, all organisations whose identity performs across product, broadcast and marketing simultaneously. Global studios, with strategy carried through to implementation rather than handed over at the guidelines stage.

Website
movingbrands.com
Clients
Salesforce, Netflix, BBC.
Covers
Brand strategy, identity, motion, digital, implementation.
Ownership
Independent.
Skip if
Your brand lives mainly in documents and sales collateral.
07
Wolff Olins logo

Wolff Olins

Best for a technology rebrand that is meant to provoke a reaction.

A stated position that brands should disrupt rather than fit in, and a portfolio including Yelp and a long run of large-scale corporate reinventions. That makes it right when leadership genuinely wants to change how the market sees them and wrong when the goal is to look safe to an enterprise buyer. Check the ownership before you shortlist. Following Omnicom's acquisition of Interpublic in November 2025, Wolff Olins sits inside Omnicom Branding alongside Interbrand, Siegel+Gale and Sterling Brands, all under one divisional chief executive.

Website
wolffolins.com
Clients
Yelp, Tate, (RED), and large corporate transformations.
Covers
Brand strategy, identity, naming, activation.
Ownership
Omnicom Branding, since November 2025.
Skip if
You sell into regulated industries where standing out reads as risk.
08
Motto logo

Motto

Best for growth-stage software companies that want to buy only the part they need.

Three engagement tiers rather than one, running from positioning and strategy alone, through strategy plus visual identity, to a full build including activation. For a company that has already resolved its positioning and needs only the identity, or the reverse, that removes a lot of paid-for work nobody asked for. The natural moment is a Series B raise, an expansion into a new segment or a rebrand following a pivot. Google Merchandise Store and Goodnotes are among the named rebrands.

Website
wearemotto.com
Clients
Google Merchandise Store, Goodnotes, Bandana.
Covers
Brand strategy, positioning, visual identity, activation.
Ownership
Independent.
Skip if
You need assets on a short deadline. The full engagement takes time.
09
Metabrand logo

Metabrand

Best for B2B software companies that want senior people and a short timeline.

A small studio where the strategy and execution are led by seniors who spent years at Landor and Interbrand, which is an unusual combination of large-agency method and boutique access. Verticals are narrow by choice, covering B2B enterprise workflow, AI and machine learning, and developer tools and infrastructure. Brand plus website engagements typically run four to eight weeks, considerably faster than the firms above it, and the stated approach extends branding into the product itself including onboarding and empty states rather than stopping at the marketing site.

Website
metabrand.digital
Clients
B2B SaaS across security, fintech, AI and developer tooling.
Covers
Brand strategy, identity, messaging, Webflow website.
Ownership
Independent, founded 2018.
Skip if
You need a large team, multi-market rollout or a long public track record.
10
Mission Control logo

Mission Control

Best for funded software startups that want a brand launch with the price fixed upfront.

Founded 2025, under fifty people, senior-led, with creative leadership in San Francisco and an asynchronous team. Launchpad is the relevant offer, a fixed-fee brand launch for companies that need to look established to their first serious customers and their first institutional investors. Two other shapes exist, an ongoing retainer called Orbit and an equity or hybrid arrangement called Alliance, and the last is worth asking about because very few studios will hold part of their fee in your company. The trade is a short public record.

Website
missioncontrol.co
Clients
Early roster, not widely published.
Covers
Brand launch, identity, marketing site, product.
Ownership
Independent.
Skip if
A board wants a decade of case studies before approving a vendor.
Compare

Side by side

The 10, on the facts that decide a shortlist

Focus, specialism and operating model — including which firms follow the work into the product. No ratings, because a rebrand fit is not a leaderboard.

AgencyBest forSpecialismBase & model
Focus LabEnterprise-ready B2BB2B softwareSavannah
Clay GlobalBrand + product togetherProduct-led softwareSan Francisco · +5 offices
basement.studioDeveloper-tool brandsDev tools / AIMar del Plata · ~40 people
COLLINSConsumer tech maturityStrategy + designBrooklyn / San Francisco
KotoMulti-product systemsTechnology platforms5 studios, global
Moving BrandsMotion-first identityTechnology / mediaGlobal studios
Wolff OlinsBold reinventionCorporate transformationGlobal
MottoBuy only what you needGrowth-stageDistributed · 3 tiers
MetabrandSenior team, fastB2B / AI / dev toolsBoutique · 4–8 weeks
Mission ControlFixed-fee launchFunded startupsSan Francisco · async
Scope

Name your brief

Three moments that trigger a software rebrand

Almost every brief here is one of these, and knowing which cuts the list quickly.

You outgrew the name

The product started as one focused thing and became a platform, and the name now describes a fraction of what you sell. This is an architecture and naming problem before it is a design one, and Focus Lab and Motto both start there.

The category moved

Usually AI in 2026, sometimes a shift from tool to platform or from self-serve to enterprise. The risk is repositioning into a claim your product cannot support, which customers discover in the first demo.

A merger or acquisition

Two brands, two customer bases, two sets of internal loyalty, and a decision about what survives. Focus Lab formalised this as a named engagement because it is common enough in software to warrant one.

Principle

The category rule

Your brand lives in the product

This is the difference between software rebranding and everything else, and most agencies handle it badly.

A customer of a consumer goods brand meets the identity on a shelf. A customer of a software brand meets it every working day inside an application, and if the app has not changed then the rebrand has not happened. It has just been announced.

The practical consequences are worth pricing before you brief anyone. Component libraries need reworking, which is engineering time rather than design time. Empty states, error messages, notification emails and onboarding all carry brand voice and all get missed. Legacy screens nobody has touched in three years will still be the old colour a year later.

Ask every candidate what they deliver for the product specifically. Firms that answer with a colour palette and a font are handing you a translation problem. Clay, Metabrand and Mission Control all run brand and product together, and Koto builds systems explicitly designed for internal teams to extend.

Warning

Before you brief anyone

The AI repositioning trap

A large share of current software rebranding briefs are companies trying to look like AI companies, and a good agency will push back on some of them.

The test is simple and worth applying to yourself before an agency does. Would a customer describe your product the way your new positioning does? If the AI capability is a feature rather than the thing you sell, positioning the whole company around it wins attention for a quarter and creates a credibility gap that shows up in every sales call afterwards.

The rebrands in this category that work are the ones where the product genuinely changed first. Ask any candidate to name a client they talked out of a repositioning. Firms that cannot are selling you what you asked for rather than what you need.

FAQ

Before you brief anyone

Frequently asked questions

How long does a software rebrand take?

Four to eight weeks with a small studio for brand and website. Eight to sixteen weeks for a full B2B rebrand with positioning, messaging, identity and site. Three to six months where the product interface changes too, because engineering rather than design becomes the constraint. Enterprise rebrands with multiple product lines run longer.

What does it cost?

Boutique B2B engagements start around $25,000. Growth-stage rebrands covering strategy, identity, guidelines and a website run $40,000 to $150,000. Name studios sit at $75,000 to $250,000 and above. Product implementation is separate and frequently larger than the design fee, because it is engineering time.

Should we change the product at the same time?

Ideally yes, at least the surfaces customers touch daily. A phased approach works if it is planned, with the marketing site and primary product screens first and legacy areas following on a stated schedule. What fails is treating the product as a later problem, because later never arrives.

Do we need a naming change?

Only if the current name actively misleads. Renaming costs domain acquisition, trademark clearance, search visibility, integration listings, app store records and every piece of documentation your customers have bookmarked. Plenty of successful software rebrands keep the name and change everything else.

How do we protect search visibility through a rebrand?

Plan it before launch. Redirects, structured data, updated third-party listings, marketplace and integration directory records, and knowledge panel updates all take longer than the design and are routinely left to the final week. Ask candidates who owns this, because many assume you do.

Will customers hate it?

Some will say so loudly and most will stop noticing within a month. The reactions that matter are from customers who cannot find something they used daily, which is a product implementation problem rather than a design one. Communicate before launch and expect a support spike regardless.

Should we hire a specialist or a famous studio?

A specialist when the buyer is technical or enterprise, because the category conventions are real and expensive to learn on your budget. A famous studio when the brand is consumer-facing and distinctiveness is the point. Focus Lab and Metabrand sit on the first side, COLLINS and Wolff Olins on the second.

What should we have ready before the first call?

Why you are rebranding and what would count as success, your positioning if you have settled it, whatever customer research you hold, your realistic budget including product implementation, and the names of everyone who can veto the work. That last one saves more time than the rest combined.