The Story Behind Groto’s Rebrand

In 2022, Groto began with a simple mission: to get things done. At the time, our focus was clear—execution. We didn’t invest much thought into our brand identity. Our first logo, a black-and-white design using the Visby CF font, was thrown together quickly. It was minimalist and straightforward, just like us, representing a team focused on delivering results, not appearances.

But Groto has grown, and so has our vision. What started as a small team of UX designers has evolved into something much larger, with a bigger mission. This rebrand isn’t just about aesthetics—it’s about showcasing who we’ve become and where we’re headed.

Take a look at our brand new colour palette. Bold. Fun. & vibrantly dynamic!

The Early Days

When we launched, branding wasn’t our priority. We were all about execution, building credibility, and delivering results for our clients. The logo was simple, but it got the job done—just like us.

We still remember those early days: late-night brainstorms, back-to-back projects, and the hustle to make a name in the UX industry.

Note: A little BTS of our logo exploration phase👇

Why This Rebrand Means So Much

Today, Groto is no longer just a small studio—we’ve evolved. Our client portfolio has expanded, and our goals have shifted from simply delivering results to creating lasting, impactful experiences. Our original logo no longer reflected the depth of our work or vision.

This rebrand symbolizes the growth of Groto from an execution-focused team to a forward-thinking UI/UX design studio with a growth mindset. It’s not just about the look—it’s about embracing the future while acknowledging our past.

What We Wanted

When we set out to rebrand Groto, we knew it wasn’t just about creating a new look—it was about capturing the essence of who we’ve become and where we’re headed. Here’s what we aimed for:

Simplicity: We wanted to reflect the no-nonsense, straightforward approach from our early days. Our new design had to stay true to those roots.

Boldness: As we've grown, so has our confidence. We needed a look that expressed that boldness and represented the innovative, fearless work we do.

Core Values: Most importantly, we wanted our new brand to honor our ongoing commitment—creating designs that truly make an impact, while growing alongside our clients.

The Process

Rebranding ourselves as a UI/UX agency wasn’t easy, but it allowed us to focus on the things we value most—creativity, innovation, and growth.

Here’s how we approached the rebrand:

Defining Our Archetype: Before diving into any visuals, we started by refining our brand archetype. We wanted to clearly define who Groto is and what we stand for—collaboration, creativity, and innovative growth.

Typography & Creative Exploration: The backbone of any visual identity is its typography. We explored various typefaces and visual styles that could embody the Groto identity. We settled on clean, bold fonts that communicate simplicity and professionalism without losing the creative edge.

Color Palette Revamp: Our updated color palette was a significant shift. We moved toward vibrant yet grounded tones that speak to our forward-thinking, energetic approach. Colors play a key role in how brands are perceived, and we wanted ours to stand out while still being approachable.

Logo Evolution: Our new logo represents growth. It’s more than just a mark—it’s a reflection of how we help our clients evolve. The logo is fluid, adaptable, and modern, much like the UI/UX design services we offer.

New Voice & Tone: A rebrand isn’t complete without updating the brand’s tone of voice. We shifted to a more conversational and relatable tone to better engage with our clients. Whether it’s on our website or social media, we want to ensure that our messaging reflects our new identity.

Watch this Youtube video for little snippets of our process!

What We Got

A Fresh, Modern Identity: Our new logo and color palette beautifully reflect our bold, innovative spirit. We’re committed to staying ahead in the ever-evolving UX world.

Beyond Execution: While getting things done remains our foundation, we’ve expanded our focus to the bigger picture—helping businesses thrive through thoughtful, strategic design.

A Growth Mindset: Our rebrand isn’t just a reflection of who we are today; it symbolizes the exciting future we’re building together. We’re ready to embrace new challenges and opportunities as we continue to grow.

The rebranding process wasn’t just about logos and fonts—it was a journey. From those initial sketches to final designs, we reflected on our mission, values, and long-term goals. We revisited what made us, well, us.

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