001 The Summary
To build your own brand, you have to practice what you preach. Jetpack Labs took the same design process used with clients and applied it internally, developing a logo that is simple and versatile, communicates the brand ethos, and remains recognizable down to 16x16px as a favicon.
This case study covers two brand projects: the Jetpack Labs identity, and the Toastmail brand created for a SaaS email warming client.
002 The Client
Jetpack Labs is a software and product consultancy. The internal branding project was about creating a visual identity that reflects the team’s technical precision, speed, and modern aesthetic, something that could live across a website, social channels, and client-facing materials without feeling generic.
Toastmail came as a second project within the same work: a brand that is quirky, doesn’t take itself too seriously, yet is recognizable and universal.
003 The Challenge
Designing for yourself is notoriously difficult. Without an external client brief, the constraints are entirely self-imposed, which can make the process both freeing and paralyzing.
Key challenges included:
- Distilling a technical software brand into a single, scalable mark
- Creating something recognizable at favicon size (16x16px) and billboard scale
- Balancing professionalism with the personality of a modern, agile studio
- For Toastmail: building a brand with genuine humor that would encourage product virality
004 The Approach
Jetpack began with brand voice and vision: defining what the company stands for before touching any design tools. From there, the team moved through multiple design revisions, testing the logo against real use cases: website header, social avatar, business card, and favicon.
For Toastmail, the brief was clear: quirky, memorable, universal, with room for humorous copy throughout the product. Multiple design revisions shaped a brand that welcomes the tone while maintaining clarity.
005 The Solution
Key improvements included:
- Jetpack Labs logo: simple, versatile mark readable at all sizes
- Comprehensive brand guidelines covering typography, color, and usage
- Visual identity system applicable across web, print, and digital channels
- Toastmail brand: playful visual identity with quirky personality
- Toastmail logo and brand guidelines designed to support viral product copy
Tools: Figma, Adobe Photoshop, Adobe Illustrator.
006 The Result
- Jetpack Labs brand is now consistent across all client-facing materials
- Logo remains legible and recognizable at 16x16px favicon size
- Toastmail brand has supported the product’s growth since its 2023 launch
- Both brands have received strong positive reception from clients and customers
Brand design is where strategy and craft converge. By applying the same rigor to internal work that Jetpack brings to every client engagement, both the Jetpack Labs identity and the Toastmail brand emerged as clear, distinctive, and built to last.