“Every tiny detail is intentional.” DIA unpacks the intricate process behind Flodesk’s rebrand

There’s a sense of softness and fluidity to Flodesk’s new look. When seen in motion, at first glance, the way the brand moves might remind one of the ways of water – soft shapes transform into angular ones, filling up screens in swift, silken transitions. The rebrand of the popular email marketing platform, which took a year to polish, was led by NYC and Chamonix-based DIA Studio, in close collaboration with Flodesk. The complex process that paved the way to the new brand world was steered by many considerations, at the heart of which lay the community of small businesses that use Flodesk to catapult their passion to newer audiences and heights. To decode the many strands of thoughts that often tangle together in a project of this scale, we spoke to Mitch Paone, Partner & Creative Director at DIA Studio, and Rebecca Shostak, Co-Founder & Chief Brand Officer at Flodesk. Together, they take us behind the scenes, and let us into the details – that of the making of a custom typeface that now carries the new brand on its shoulders, the importance of minimalism and the work of Richard Neutra, and how the best ideas were sparked over bottomless pots of fondue. RB: Hello, Mitch and Rebecca. Congratulations on the striking rebrand of Flodesk! How does it feel to see the year-long collaboration finally out in the world? MP: So much hard work and detail went into the project, so it feels great to see it live in the world. It’s rare to have such an open and collaborative client partner like Flodesk. Our productive Slack chats and Geneva Fondue sessions will be missed.