Smileback is a Berlin-based business-to-business software licensing company that has built a client satisfaction measurement platform used by approximately 400 companies in the United States, Canada, United Kingdom, Australia and New Zealand. Their clients are all managed service providers—essentially small IT consulting and support companies who provide outsourced IT services to other businesses. Opportunities for expansion into new markets allowed for growth at a rate faster than expected, and updating their brand image was an essential part of being able to compete on this larger, more visible stage. In a world where human interactions are increasingly distant and digital, Smileback wanted to re-imagine their brand from the ground up. A name change and image overhaul helped put people back into the center of their transaction equation, resulting in a more human-focused experience. A unique color band—inspired by the range of emotions customers express during the feedback process—served as an element of distinction, and also captured their adventurous spirit.