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In 2023, 1Kubator, a pioneering startup incubator specializing in digital technology, the company I worked for embarked on a comprehensive rebranding initiative to better reflect its growth, expanded services, and evolving vision. This case study explores the strategic and creative processes undertaken to transform 1Kubator’s brand identity, demonstrating how a well-planned rebranding effort can enhance a company's alignment with its mission, strengthen its market presence, and build deeper connections with stakeholders
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Despite the ambitious scope and significant progress made, the project remains unfinished, leaving a foundation upon which future efforts can build.
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Role Lead Designer
Duration 20 Weeks
Deliverable Brand
Founded by Alexandre Fourtoy in 2016 with the mission to foster innovation and entrepreneurship, 1Kubator operated across 10 major cities in France. Since its inception, 1Kubator has supported nearly 2,000 entrepreneurs, providing essential services that range from training, incubation to growth, fundraising, and business innovation. Incubation provides four distinct programs — Digital, Impact, Hardware, and Deeptech — cater to a wide array of projects, ensuring specialized support tailored to the unique needs of each sector.
By 2023, 1Kubator had experienced substantial growth, both in terms of scale and scope. However, its brand identity had not kept pace with this expansion. A few changes have been made to smooth things out, but nothing significant. The existing branding was fragmented and struggled to cohesively represent the diverse services and innovative spirit of the company. Stakeholders, including employees, clients, and partners, expressed concerns about the brand's ability to effectively communicate its mission and values in a rapidly changing market.
When first established, 1K's brand design aimed to embody the energy and ambition of a forward-thinking incubator. The original identity featured vibrant colors, friendly typography, and a straightforward logo that highlighted accessibility and a practical approach to supporting entrepreneurs. The design conveyed innovation and simplicity, making the brand approachable and relatable to early-stage startups, corporate partners, and investors alike. However, as 1K expanded its reach and offerings, the brand felt increasingly limited in its evolving mission.
