Metalshub: Brand Rebrand & System

Led a comprehensive brand refresh for Metalshub, aimed at repositioning the company from a traditional, outdated corporate perception to a more modern, software-focused identity aligned with its core product offering. The previous visual identity relied on a dated color palette and inconsistent visual language, which often led to confusion about the company’s role in the industry. Many users and stakeholders associated the brand more with traditional heavy industry than with a software platform. The objective of the rebrand was to clearly communicate Metalshub as a technology provider for the metals and mining sector, improving clarity, perception, and alignment across all touchpoints. The project included a redesign of the core visual system, including color palette, typography, and overall communication style, alongside the evolution of the website design. The new direction introduced a cleaner, more structured, and more contemporary visual language that reflects a software-first product mindset. The process was highly collaborative, involving close alignment with product and cross-functional stakeholders, as the brand identity directly impacted multiple areas of the business. While the transformation is still ongoing due to the scale of implementation, the new identity has already been rolled out across key touchpoints, establishing a more cohesive and modern brand presence.