Bloomflow Rebrand & Brand Development

Bloomflow moved on from the Startupflow name to match a bigger vision. The brand needed to catch up, and to pull product, marketing and communications back into the same conversation.

As the company grew, the brand started to drift. Different teams were building in parallel without a shared reference, so the work stopped feeling like it belonged together.

Instead of static guidelines, I built the Brand Heartbeat: a working, digital-first system that keeps culture, strategy and day-to-day execution in one place. The idea was to make the brand usable, not just something to reference once and forget.

The Heartbeat isn't a document that lives on a shelf. It's set up so people can actually use it, understand the brand, apply it, and share it.

The executional guidelines can be pulled out and handed to partners on their own, which makes it easier to stay consistent outside the company.