CASE STUDY

D2iQ - Rebrand

Modern office interior with 'D2IQ' 3D logo on wall, minimalist decor, and potted plant in hallway.

Role highlights:

• Brand leadership
• Identity systems
• Creative oversight
• Video production
• Cross-team orchestration
• Rapid execution

Brief D2iQ’s rebrand required a 360-degree overhaul within 90 days—new name, identity, design system, CMS website, and launch video content. Working closely with MUCHO and internal teams, I directed creative execution across brand, marketing, and product touchpoints, ensuring consistency and clarity in an extremely competitive cloud-native landscape.

Audience C-suite, IT leaders, and DevOps engineers navigating Day 2 Kubernetes operations, seeking trusted, enterprise-grade solutions for complex cloud environments.

Approach I defined a scalable, typographic-driven design system that emphasized clarity, modernity, and digital adaptability. Using collaborative stakeholder workshops, I aligned creative with business strategy. We implemented the refreshed identity across the website, video, sales collateral, and digital campaigns—ensuring the visual language matched the company’s repositioning and long-term growth.

Outcome The rebrand led to a 178% increase in lead generation and immediate revenue lift. The simplified identity enabled product clarity and sales acceleration. Internally, the brand system became a unifying tool, facilitating adoption across teams and accelerating alignment between design, dev, and go-to-market functions.

D2IQ logo with purple and white color scheme
Website screenshot showing D2iQ rebranding from Mesosphere, highlighting cloud-native solutions for operations.

Website

Dashboard interface of D2iQ Kommander showing cluster management. Displays total clusters, warnings, and errors with detailed stats on CPU, memory, and disk usage for different environments like Production Main, Development North East, Production North East, and Data Science. Sidebar navigation includes Dashboard, Projects, Clusters, Catalog, Istio Mesh, Administration, and Support sections.

Product Pages

Screenshot of D2iQ website showing solutions for Kubernetes, Apache Mesos, and Data Services, plus offerings for public sector and support. Includes links to product offerings and promotional content.

Product Pages

Animated character with spiky hair in a blue jacket and black pants, jumping with a dynamic pose.
Group of seven people smiling in front of a colorful, text-filled wall mural at an art exhibit.

At D2iQ, headquartered in San Francisco, I led the in-house creative team and directed external partners, including branding agency MUCHO and video production crews. We worked closely with the product team to ensure the brand extended seamlessly across the entire platform. My leadership unified creative output across digital, marketing, and product, aligning agency, internal teams, and videographers to deliver a cohesive, high-performing rebrand within just 90 days.

Black and white photo of a smiling man wearing glasses and a button-up shirt, with framed artwork in the background.

Tobi Knaup, Co-Founder and CTO at D2iQ

“The rebrand from Mesosphere to D2iQ involved a new brand identity, website, and videos. Richard led the team of internal and external creatives and developers to get it done in a short 90 days. Without his leadership, work animators we we a no are be on able to pull this off.”