ARInsights' Refreshed Look was Made Possible with Brand Identity Services and Web Design for SaaS

ARInsights is a SaaS platform that helps businesses manage analyst relations and B2B influencer programs through powerful software and consulting services. After 25 years in the industry, the company was acquired by a private equity firm, marking a pivotal shift in leadership and direction.

What started as software to help AR professionals manage relationships and track activities has grown into a comprehensive set of solutions and services that aim to connect influence to impact.

This is where web design for SaaS companies can get tricky: the company had transformed, but its brand had not. NBD’s brand identity services were a natural fit for this challenge, and so the collaboration began.

The Brand Identity Package Challenge: Honoring a Company's Legacy while Imagining the Future

Rebranding packages help businesses stay modern and relevant, but even top graphic design companies sometimes lose sight of what made a brand meaningful in the first place.  The new team at ARInsights felt the existing brand was too dated to reflect the company's forward-thinking software solutions. When they approached NBD, they wanted a new visual identity—one that would fuel an ambitious marketing strategy, signal to the market that something had changed, and still honor the legacy that defined them.

As a HubSpot development company with in-house brand designers, NBD was perfectly positioned to create a vibrant new identity that paid proper homage to the past.

Initial assessments revealed a need for cohesive design and collateral to support it. The team used an iterative design process to ensure every element of the new visual identity aligned with ARInsights' vision for their new brand. They developed multiple logo concepts, color palettes, typography pairings, and graphic systems, refining each option with several rounds of review until the perfect system came together. 

The resulting brand is modern, scalable, and fully accessible in both print and digital media. NBD kept ARInsights' signature blue as a visual anchor, expanding their palette with high-contrast secondary colors (purple and highlighter yellow) to give a sense of energy and modernity. The new logo mark—a visualization of how data points connect—replaces the outdated design and word mark to reflect a fully connected platform with unique appeal in business-to-business contexts.

Overall, the rebrand successfully addressed the client's challenge by delivering the visual signal of transformation and allowing them to market their platform with a modern, authoritative identity. ARInsights even reported that the new branding was well-received and that the work delivered exceeded their expectations.

What's included in a brand identity package for SaaS companies?

NBD also delivered a custom SaaS landing page template, other webpage templates, marketing collateral that could be used across platforms, HubSpot email templates, a new website homepage, a custom icon library, Google Slides templates, Canva templates, and comprehensive brand and tone usage guidelines. Curious about what other services could be included in your project? NBD can also help with B2B logo design, print materials and signage, photogrpahy, videography, and so much more.

This project was successful because it was designed to meet ARInsights' unique needs. When you work with NBD, your brand templates and identity services will be custom-tailored to meet yours too.

If you're wondering how to buy branding services after reading this case study, or asking yourself, "How much does branding cost?" click the buttons below to schedule a free consultation or get a project quote today. We're looking forward to working with you!