CREDITS
Surfer — Full SaaS Rebrand & Growth Campaigns Role: Senior Brand Designer & Art Director Company Type: AI-Powered SEO SaaS Team: Ewa Mikusek & Arkadiusz Palki 2024
ABOUT THE PROJECT
Surfer was evolving from a well-known SEO tool into an AI-first search optimization platform. While the product was rapidly evolving, the brand no longer reflected its technological maturity, market leadership, or future-facing positioning. The challenge was to: • Reposition Surfer for the AI era • Modernize the visual identity without losing brand recognition • Build a scalable brand system that worked across product, marketing, campaigns, and motion • Align the product interface with the marketing brand experience
EXECUTION
As one of two core designers, I led the creative direction and execution of the entire rebrand: • Owned art direction, visual identity system, and rollout • Designed across brand, product marketing, campaigns, motion & ads • Closely collaborated with product, growth, and sales teams • Built brand systems for website, product UI, social media, and paid acquisition • Introduced AI tools into daily creative workflows
