Reapit Global
PROPTECH, ENTERPRISE SAAS
Leading a logic-driven rebrand of a global icon suite
Role: Lead Designer
Platforms: Global Product Suite, Marketing and Digital
Scope: Brand Strategy, Icon System, Visual Identity
As Lead UX Designer for Reapit, I was invited by the global executive team to lead the rebrand of the product portfolio, drawing on my background and knowledge of the products.
Rebranding is rarely about a logo. It’s about redefining how a business presents itself to the world. How it communicates, how its products relate to one another and how it earns credibility over time. For the Reapit rebrand, the objective was to unify a growing suite of digital products into a single, coherent icon system. The goal was to elevate the parent brand and transform a legacy company into a proptech leader.
Reapit is one of the original end-to-end prop-tech platforms, founded in the UK over 25 years ago. In 2018, the business entered a new phase of growth, expanding globally through its merger with Australia’s leading real estate CRM, Agentbox. This marked the beginning of a period of rapid scale, driven by strategic acquisitions that brought a growing number of property software products into the group.
By 2024, Reapit had evolved into a global organisation with a broad and complex product ecosystem. An external rebrand aimed to unify the portfolio under a single branded house model. Products were renamed to better reflect their core purpose, redundant offerings were retired, and the ecosystem was reorganised under a clearer sub-brand architecture. This allowed each product to retain a distinct identity while still feeling part of a cohesive Reapit family, making it easier for users to navigate and understand the platform.
APPROACH
I was asked by the global executive team to lead a complete rebrand of all product logos and application icons. To remove subjectivity from the process, I established a clear set of design principles to guide decisions, allowing stakeholders to assess options based on usability, scalability and recognisability rather than personal preference. This ensured the resulting system was practical, consistent and built to last.
The work began with deep research and an understanding of each product's offering and value. To improve recognition, I adopted a literal iconography approach, using simple symbols that could be identified at a glance. Each icon was treated as its own design problem, prioritising clarity and function before aligning the full set stylistically.
Through several rounds of iteration, the final icon suite resolved key usability challenges while meeting stakeholder expectations and supporting the broader brand architecture.
IMPLEMENTATION
The rebrand went beyond visual identity to support a more seamless product experience. In parallel, we began transitioning all products to a single design system, creating consistency across platforms. I led the definition of the design guidelines and component library, establishing a shared foundation for future development. The first major implementation was an app switcher, where the new icons enabled intuitive navigation between products.
By early 2026, all Reapit products had adopted the new design system, unifying the product UI/UX across the suite.
