Firefox rebrand

Rebranding Firefox

When I started working at Mozilla, the Firefox brand was a bit of a mess. It looked outdated at times and wildly inconsistent, with random foxlike characters showing up hither and yon.

Source: Duke Cannon Supply Co.

Old Firefox brand

So inconsistent. So piecemeal. So confusing.

Something needed to be done! Enter: Firefox rebrand.

As the Sr. Global Brand Lead, it was my job to lead this project — writing an inspiring brief rooted in business goals, bringing all the right leaders together, hiring the right agency partners, handling all the logistics and clearing endless blockers so we could get the work done.

It took more than a year, but we did it.

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A new brand was born, with a new mascot.

Source: Cranbrook Art Museum
Source: Molang

play me

Source: Javi Brations

And of course, a brand is more than just its mascot. We gave Firefox the full, royal makeover: new colors, typography, icons, tone of voice — you name it. Inside and outside the product.

Source: annsdr
Source: IKK classic
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Here are some things I learned during this rebrand:

  • Sudden leadership departures are will make everything harder. The project might even stop for a few months. But still. You push through 💪

  • Feedback is a gift. Trust your colleagues’ subject matter expertise. Or it’ll come back to haunt you later 👻

  • Whisker width, tail length and paw shape can provoke passionate debate 🦊

Welp! The people have spoken. And they love this new brand.

Source: kyleyamin
Source: primarydotcom

whoa

Source: KETNIPZ
Source: Justin
Source: University of Winchester

coming soon!

Source: TELY ORGANICS

The new brand doesn’t have performance data yet, because brand equity takes forever to measure, and this baby is still new. But I’m optimistic!

All in all, this was one of the most fun and creatively fulfilling projects of my entire career. Five out of five stars.