Saint-Urbain’s ripper of a rebrand for Tezza sets the photo and video editing app up for success

Tezza is a photo and video editing app with a massive following that takes regular photos and gives them that cinematic edge that makes them en vogue. Founded by Tezza Barton and her husband Cole Herrmann, the platform has been growing in popularity rapidly since it was founded in 2018. Over the years, it has evolved into more than just a photo and video editing app, becoming “a creative destination for millions of users looking to refine their content and establish their brand identity,” says Alex Ostroff, Founder & Creative Director at Saint-Urbain, who were entrusted with reimagining Tezza’s identity. As Ostroff points out, with over 2.5 million active monthly users, hundreds signing up for in-person meet-ups, and an ever-expanding set of tools, Tezza needed a brand identity that could grow alongside its ambitions. “The goal was to move beyond a purely functional tool and position Tezza as an aspirational yet accessible brand for creators,” he tells us. But this was not just a simple rebranding project, as the scope was expansive – spanning everything from strategy, copywriting, brand identity, animation, merch, outdoor advertising, packaging, social assets, website design and development – and it was also the studio’s first time working with an app, which amped up the excitement for the team. But everything had to start from a single source of truth, a central concept that would anchor the project. “The design process for the rebrand was about honouring what makes Tezza special while creating a foundation for future growth. We wanted to distil the app’s essence – a space where creativity thrives – into a visual identity that feels as aspirational and dynamic as the work its community produces. By collaborating closely with Tezza and Cole, we ensured the branding was artist-first, human, and accessible, with a stylish, editorial edge that reflects their users’ artistry and the brand’s evolution,” says Ostroff. To begin, the team looked towards the world of fashion and editorial design for a dash of inspiration. Ostroff points out that Tezza is rooted in aesthetics – helping creators achieve an editorial, high-fashion look with minimal effort. So, naturally, it made sense to lean into the look and feel of fashion magazines, “because they embody sophistication, impeccable layouts, and an aspirational quality that aligns with Tezza’s DNA. Co-founder Tessa Barton is also very ingrained in the fashion community and at the end of the day, she is the brand,” says Ostroff.