To create a more scalable and strategic framework, we recommended Contentstack retain its sub-brand structure but simplify it for clarity and long-term growth. This approach strengthens brand equity, reinforces authority, and ensures every offering feels connected to the larger Contentstack story.

‍

The biggest change was with their platform’s products. Contentstack Edge remains a sub-brand, consisting of core products like headless CMS, real-time data and insights, omnichannel personalization, and agentic AI, rather than those individual products being spun off as separate branded identities. This streamlined structure prevents brand sprawl, keeps the customer journey clear, and ensures that future growth doesn’t introduce unnecessary complexity or confusion.

‍

One of the key challenges for Contentstack’s new brand was persuading risk-averse enterprise brands to leave behind their monolithic CMS solutions in favor of Contentstack’s more agile approach. Sticking with the status quo often feels like the safer choice, but in fast-moving industries, standing still means falling behind.

‍

With that in mind, we landed on a brand concept that defined a strategic theme for our future work: “It’s your move.” Contentstack’s customers are building the future and leaving legacy tools behind. Disrupters from day one, Contentstack was ready for a brand that matched its forward-thinking spirit.

‍

This became more than just a creative concept; it shaped our strategic approach. We positioned Contentstack to go head-to-head against the giant legacy platforms that hold enterprises back from the speed, flexibility, and innovation necessary today. For enterprise audiences, Contentstack is the only real choice for those ready to break free from outdated, monolithic systems.

We led the Contentstack team through a Voice Workshop to help define the voice attributes that will shape the brand’s future. The new Contentstack voice is direct, respecting the audience’s time and communicating with clarity. It’s supportive, grounded in empathy and understanding. And it’s confidently opinionated, reflecting expertise and a willingness to challenge the status quo.

The Contentstack brand story centers on a familiar challenge: great brands falling short when it comes to execution. Disconnected tech stacks, clunky workflows, and lackluster data hold them back from reaching their full potential. That’s where Contentstack comes in. With clarity and confidence, the brand story invites its customers to “Find your voice. Cut through the noise. And express your brand to the fullest.”

At the heart of Contentstack’s new identity is a mark we dubbed “Vantage,” a symbol of movement, perspective, and progress. Inspired by the idea of vantage points, the mark reflects Contentstack’s role in helping brands see connections where others see complexity and find opportunities where others settle into the safe and familiar. It is a dynamic expression of forward momentum, offering a new way to see, think, and build.

‍

The mark is designed to influence environments, invite interaction, and shape how the brand shows up in the world. Integrated into signage, installations, and digital experiences, it creates moments of dimensionality and movement.

‍

The logotype, set in Beausite Classic, complements the mark with geometric letterforms that mirror its three-dimensional structure. Together, the mark and logotype redefine what a “stack” can represent, transforming it from something static and flat into something alive with depth, possibility, and connection.

‍