A Brand That Matches the Product
Shortcut is all about making work easier — so our brand should feel just as effortless. Late last year, we set out to refresh our look. Not just for the sake of change, but to better reflect who we are and where we're going. We wanted Shortcut to feel as modern, fast, and intuitive as the teams who rely on it every day.
As we looked toward the future, we honed in on what truly makes Shortcut great: building a faster, more intuitive tool for engineering and product teams; obsessing over quality in every aspect of reliability and UX; and helping teams move faster by letting customer feedback shape our evolution.
This led to a brand reset — a fresh identity and website that better embodies our values and leaves a lasting first impression.
Going back to our roots
As Shortcut evolved into a fast, powerful, and intuitive tool, our brand needed to evolve with it.
We wanted to stand out in a crowded space with a bold, memorable identity that clearly represented our values. Our messaging needed to be as intuitive and engaging as the product itself — straightforward, purposeful, and clear.
So we took a step back and focused on what mattered:
- Aligning with our values — a brand that embodies simplicity, collaboration, and productivity
- Making a stronger first impression — modern, approachable, and instantly recognisable
- Resonating with new users — clearly showcasing the value of Shortcut
- Boosting memorability — a distinctive presence that sets us apart
This rebrand wasn't just about aesthetics. It was about ensuring Shortcut looks, feels, and communicates as seamlessly as it works.
Bringing the new brand to life
We built the new brand around four key principles:
- Be Human — approachable and unique, reflecting our connection with customers
- Simplicity — a clean, intuitive interface that makes navigation effortless
- Detail-oriented visual design — letting visuals speak with minimal but impactful words
- Concise copywriting — clear, to-the-point messaging that highlights value without overwhelming
We also developed comprehensive brand guidelines to ensure consistency across all touchpoints — from visual elements to tone of voice.
The process: from concept to execution
We started concepting and workshopping what the future would look like, then refined from there.
We explored a range of colours and styles to see what resonated most. We evolved a classic Shortcut colour — honing in on a palette that long-time customers would recognise, elevating our original brand colours with a more inviting purple that brings joy, improves contrast and readability, and modernises the brand for the future.
After rounds of A/B testing and iteration, we landed on a refreshed identity that blends familiarity with modernity — something that feels both classic and forward-thinking.
The new Shortcut
After lots of design exploration, we're proud to introduce a brand identity that truly represents Shortcut's vision and values. One that not only aligns with our past but sets the foundation for the future.
With this rebrand, we're doubling down on what makes Shortcut unique: helping teams collaborate efficiently while keeping things simple and intuitive.
This is just the beginning. We're thinking deeply about how to make the app even faster, more detail-oriented, and aligned with our simple and joyful brand. We can't wait for you to experience it.
