Correlate

Decluttering your workspace for a clearer headspace

Brand: Correlate
Objective: Complete rebrand to differentiate Correlate from competitors in the project management tools space
My Role: Creative Lead, overseeing a cross-functional team including a designer, videographer, writer and editor.

Project Overview

Correlate, a seasoned platform that had been in the project management space for nearly two decades, was facing an identity crisis. Its outdated branding and messaging no longer resonated with the modern market. With the rise of competitors like Notion, Correlate needed to modernize its brand and align it with the growing trend of mindful productivity, emphasizing simplicity and reducing cognitive load. The challenge was to refresh their image, while also maintaining a sense of reliability and trust, and positioning the platform as a human-centered, innovative solution.

The Challenge

The rebrand aimed to modernize Correlate’s presence in the crowded digital workspace market by focusing on a simplified, less cluttered user experience. We leaned heavily into their Nordic roots, choosing a clean, minimalist design inspired by Scandinavian principles. This guiding philosophy drove the updated logo, refined color palette and tone of voice. The goal was to help Correlate stand out from other project management tools by embracing simplicity, clarity and mindfulness in both the visual elements and the product messaging.

We approached this project by gathering deep insights into Correlate’s core values and vision through in-depth workshops with stakeholders. This allowed us to define a brand identity that communicated their commitment to innovation, seamless collaboration and a mindful approach to productivity.

The Creative Strategy

The outcome was a complete brand overhaul that included:

  • A Modern Logo & Visual System: Reflecting Correlate's forward-thinking and integrative approach to digital collaboration.

  • Updated Messaging Framework: Clear, engaging copy that conveyed the platform's value proposition and differentiated it from competitors.

  • Website Redesign: A user-centric design that highlights Correlate's unique features and enhances the user experience.

  • Marketing Materials: Cohesive social media graphics and promotional content to ensure consistency across all touchpoints.

Execution

As Creative Lead, I assembled a talented team that included a designer, videographer, writer, and editor, all working closely with Correlate's in-house team. We collaborated seamlessly to bring this rebrand to life. Our approach focused on delivering a polished, cohesive brand experience that positioned Correlate as a premium solution within its market.

This project was unique in that it wasn’t just about looking good – it was about creating a product experience that reflected the core values of the brand. We introduced a human-centered, mindful design approach to help users reduce cognitive load, thereby enhancing productivity without reinforcing the “hustle culture.” Our goal was to show that Correlate is a tool designed for users who prioritize clarity and work-life balance.

Results & Impact

The rebranding effort successfully revitalized Correlate’s market position, increasing user engagement and strengthening its brand presence. The updated visual identity and messaging resonated with the target audience, establishing Correlate as an innovative, thoughtful alternative to overcomplicated project management tools. By tapping into the trend of mindful productivity, we differentiated Correlate from competitors, helping them carve out a distinctive niche in the market.

Reflections & Takeaways

While competitors like Notion dominate the project management space, our approach of simplifying both the look and feel of the brand, combined with the philosophy of "less is more," allowed us to successfully differentiate Correlate. We not only created a modern, clean brand aesthetic but also introduced a mindset shift – that productivity doesn't need to come with overwhelm. This project reinforced the importance of understanding the human element behind technology and the impact of thoughtful, intentional design in fostering trust and engagement.