Founded in 2009, Mixpanel was designed to remove the abstractions of product analytics and make it easy to get answers from your data. A lot has changed since then and with Mixpanel considered pioneers in the space, the company needed to evolve, expand their vision, and rethink the brand from end to end. This started with conversations, interviews, and a fully developed brand brand strategy—to what we have today on the new mixpanel.com. Analytics for everyone.
This was an extensive, collaborative, company-wide initiative with direct impact. It's incredibly rare to go through a robust rebrand in-house, but the Mixpanel design team had the opportunity and team to do so, with the help of essential collaborators and specialists throughout the project such as Jeremy Mickel of MCKL type and Jun Cen.
The entire rebrand took over a year to complete. My contributions to this large and collaborative project was working in the weeds with my fellow colleagues from start to finish. This included visual research for art direction, creating logo concepts, pushing art direction, typographic research (testing and pairing), and presenting directions and progress.
In the midst of the brand work, our team grew and I joined the new interactive team to focus on the mixpanel.com experience, where the new brand would be front and center, and therefore redesigned completely. I worked closely with our small interactive team comprised of designers and engineers, while working closely with brand to ensure we were all visually aligned.
This was a massive project that took so much time and effort. If you'd like to learn more of the details, I've included some additional write-ups below!
Read more in-depth about the rebrand:
There is More Where Data Came From by Armin Vet, Brand New
Brand is Behavior by Paul Jun, Principal Brand Strategist, Mixpanel
The new Mixpanel.com: How to marry design with the right tech stack by Erik Erickson, Senior Software Engineer, Mixpanel
Our next step: Analytics for everyone by Amir Movafaghi, CEO, Mixpanel
Jordan Matyiku Nuñez
Elena Torres Marcellan