Bringing clarity and momentum to a global growth platform
Client - AppsFlyer
Year - 2025
Role - Senior Designer (Freelance)
Rebrand Lead
Ruth Marom
Leadership
Ran Avrahamy, Hagar Nahum Brockmann, Chen Guter
Team
Hen Paldi, Becky Shafiki, Tal Tenenbaum, Liat Berry, Oz Ganor, Eyal Chowers, Tamar Knobel, Aviya Alkabets, Kido
Motion Design
Or Drori
Typeface
PP Formula, Pangram Pangram Foundry
AppsFlyer helps businesses understand, measure, and accelerate growth. In a technology landscape increasingly shaped by AI and familiar visual conventions, the company needed a more distinctive way to express its role. We refreshed the identity to bring an emotional dimension to growth while making a broad range of products and solutions easier to understand.
The horizon became a guiding idea, translating openness, optimism, and possibility into light, horizontal movement, and expanding forms. Motion shaped the image-making from the outset: flowing gradients and evolving forms generated a family of static visuals, carrying energy and continuity across the brand.
A structured graphic language balances this fluidity. PP Formula brings technical character and personality to headlines, grounded by Helvetica for body copy. Flexible layouts place content inside and outside containers, creating hierarchy and dimensionality. Drawing on diagrams and technical systems, hero illustrations, spot illustrations, and icons move between 2D and 3D to make complex ideas tangible and distinctly AppsFlyer.
Developed across web, marketing, events, and product touchpoints in parallel, the identity evolved through application. Shared guidelines grew alongside it, giving internal teams and external partners a practical framework for extending the brand. The result is a system built around adaptable principles, with room to grow alongside the company.