As one of the first domain and web-hosting providers in Canada, Rebel.com had built a successful business without overly investing in its brand. But the internet took off, and so did the competition, threatening the company’s trajectory over time. To continue to grow both domestically and globally, Rebel needed a glow-up that played to its strengths.

The team at S3M flipped the script on what it means to be a rebel, positioning the brand as the partner that shows up human in a sleek but soulless industry. I developed the brand messaging, tone of voice, and launch-campaign concept. I also helped the design team develop a bespoke dot system to serve as a visual shorthand for key brand messages.