CASE STUDY

D2iQ
REBRAND

OVERVIEW

At D2iQ (formerly Mesosphere), I led a fast-paced, 90-day rebrand in partnership with MUCHO. This comprehensive overhaul included creating a new brand identity, building a website from scratch on CMS, and producing live-action and animated videos. With a focus on driving results, the rebrand contributed to a 178% increase in lead generation and a significant boost in revenue, while managing both internal teams and external creative partners.

SCOPE

The rebranding of Mesosphere to D2IQ involved a comprehensive overhaul of the company’s visual identity, messaging, and positioning in the competitive landscape of cloud-native technology. The goal was to move away from a legacy name that no longer aligned with the company’s expanded offerings and to create a fresh, forward-looking brand that resonated with both existing and new customers.

CHALLENGE

One of the primary challenges was transitioning from the established Mesosphere brand, which had become too limiting as the company expanded beyond its original platform. The name “Mesosphere” boxed the company in, especially when selling Kubernetes solutions. Additionally, the new name, D2IQ, presented its own set of challenges, including ensuring legibility, pronunciation, and making the abstract acronym both memorable and meaningful in a crowded marketplace.

APPROACH

Through collaboration with stakeholders across departments, we identified the core values and characteristics that should guide the new brand. The visual identity focused on simplicity and elegance, with an emphasis on typography and wordmarks rather than symbols, ensuring the brand stood out in digital environments. Mood boards were created to explore contemporary and boundary-pushing concepts, ultimately leading to a design that balanced familiarity with innovation.

IMPACT

The rebrand of Mesosphere to D2IQ allowed the company to reclaim its position in the highly competitive cloud-native landscape. The new identity not only reflected the company’s expertise and forward-thinking approach but also positioned D2IQ as a trusted leader in Day 2 operations for cloud platforms. The refreshed brand generated excitement and provided a solid foundation for future growth and product differentiation.

STEP 1: DIG

We began by evaluating the limitations of the Mesosphere brand, recognizing that the name no longer aligned with the company’s expanded offerings, especially in Kubernetes solutions. Through stakeholder discussions and a deep dive into market positioning, we concluded that a full rebrand was necessary to reflect the company’s new direction.

STEP 2: DEFINE

The new name, D2IQ, was introduced, symbolizing "Day 2 operations" and "intelligence quotient." We focused on making the acronym both meaningful and memorable, with an emphasis on legibility and pronunciation. This phase involved extensive research and creative exploration, including the development of mood boards to visualize different brand concepts.

STEP 3: DO

We chose a minimalist approach for the visual identity, focusing on wordmarks and typographic elements instead of traditional logos or symbols. This allowed the brand to stand out in digital environments while maintaining a modern and professional look. Stakeholders across the company were engaged throughout this process to ensure alignment.

STEP 4: DETAILS

With the new identity in place, the D2IQ brand was rolled out across all platforms, including a new website and marketing materials. The rebrand was met with enthusiasm, positioning the company as a cutting-edge leader in cloud-native technology, and providing a fresh foundation for growth in an increasingly competitive market.