After more than a decade of growth, EasyRedir had become the market leader in URL management, processing over 18 billion redirects each year for global brands including IKEA, Porsche and Fujifilm. But as AI-powered competitors entered the market and as customer expectations evolved, the business recognised the need for a bold new chapter.
EasyRedir had outgrown both its name and its positioning. What began as a simple URL redirect tool had become an enterprise platform trusted to protect some of the world’s most important digital infrastructure. We were tasked with creating a new name, strategy, identity and website that would position the business for its next stage of growth.
The heartbeat
The original EasyRedir name reflected what the product did but it no longer reflected why customers chose it. Through a collaborative brand strategy process, we uncovered a new brand belief that every redirect is helping a person reach the right place. Every click, every process and every customer journey depends on connections working exactly as they should. Whether it’s one redirect or billions, every connection matters. That insight became the foundation of the new brand.
The name urllo moves the business beyond describing a product and towards owning a category. Combined with the proposition, the identity positions the business as a trusted partner for the tech teams responsible for keeping the internet connected.
Visually, we created a confident and distinctive brand world that balances enterprise credibility with a vibrant, human personality. From the custom logotype and flexible design system to the new website and launch assets, each element was designed to communicate movement and connection while giving the business room to grow beyond self-service URL management.
The impact
The rebrand has given urllo a distinctive position in an increasingly competitive market, helping the business move up and out of being known as a company that makes redirects easy to becoming a recognised leader in digital connection management.
The new strategy, identity and website provide a scalable platform for future products while giving enterprise customers greater confidence in the business behind the technology. Since launch, the brand has received overwhelmingly positive feedback from customers, partners and the wider technology community, reinforcing urllo‘s position as an innovative, ambitious business ready for its next decade of growth.
The project gave the business a new name and a new story to tell, one that reflects the critical role it plays in keeping billions of digital connections working every single day.
