In October 2024, Funda introduced its refined visual identity across the entire platform: from updated logos and headers to refreshed illustrations in the apps, homepage, login screens, emails and more. It may have looked like an overnight switch, but in reality, it was the result of months of careful planning, coordination, testing and design iteration.
We sat down with Marcela Ramos de Lucena Rabello (Product Designer) and Ariadine Gomes (Software Engineer) to hear how they tackled the implementation from their respective roles, and how a cross-functional effort helped make it a success.
What was your first reaction when you heard about the visual identity update?
Marcela: ‘I’ve been involved with this project since my very first day at Funda back in 2020. I’d always believed the brand had more potential, and this was our chance to make it more current, more consistent, and more user-friendly together with teams across the company. It felt like things were finally falling into place.’
Ariadine: ‘I first heard about it in internal meetings. I knew the web part would be tricky since it touched so many systems, but I saw it as a good challenge and a chance to freshen things up across our apps.’
What steps were involved in the implementation?
Marcela: ‘I was part of the project group and helped define the new visual style. My role was also to ensure clarity: what needed to change, where, how, and by whom. After that, it was all about collaboration. Developers across teams worked closely together, and designers and product owners could really own their touchpoints, such as the homepage, the app and favourites, and test them thoroughly.’
Ariadine: ‘As developers we joined later in the process, when the scope and ambition were becoming clear. We knew from experience that users don’t love drastic changes, so we had to be thoughtful. Once the changes were defined, we mapped out what needed to be updated, split tasks across the Platform and Product teams, handled legacy systems differently from modern ones, and worked closely with Marketing and UX. Every team owned their piece, but collaboration made it feel like one coordinated rollout.’
See also: Legacy migration: How we rebuilt the listing detail page with a small team
How did we manage to do it so smoothly?
Marcela: ‘Before implementing, we spent a lot of time mapping out exactly what needed to happen: what to change, where, how, and who. That preparation made all the difference. Once we kicked off, all the designers, developers and product owners knew what they were responsible for and could really take ownership. It felt like the pieces clicked into place.’
Ariadine: ‘It really came down to planning, parallel work and trust. Each team had their role, we stayed in sync with regular check-ins and a clear plan, and on launch day we were all in one big chat, making sure the go-live went as planned.’
What was the biggest technical or design challenge?
Ariadine: ‘The biggest design challenge was balance: we wanted the updates to be meaningful, but not jarring. Funda is a beloved brand, so we knew a gradual rollout would land better with users. Technically, the hardest part was coordinating all the changes across old and new systems: replacing logos and headers, updating styles, syncing different frontends. It touched everything, from the homepage and navigation to login screens and emails. Consistency was key.’
Marcela: ‘Exactly. Our goal was never a ‘big bang’ rebrand; it was always about evolution, not revolution. For me, the challenge was finding the right balance between moving the brand forward and staying true to what makes Funda feel like Funda. We updated things like illustrations, colour usage, spacing and typography to create more breathing space and a more modern, future-ready feel. And then came the tough calls: what do we update first? What will users notice most? What can wait? That prioritisation was tricky but essential.’
Were there any unexpected surprises during the rollout?
Ariadine: ‘A nice surprise was how smoothly deployment coordination went. Some platforms finish deploying faster than others, so a few users may have briefly seen a mix of old and new branding, but overall it went very well. We even managed a few last-minute updates, like swapping the logo on Wikipedia and GitHub.’
Marcela: ‘We were especially curious how users would respond, and the lack of complaints was a great sign! In fact, we even received a few compliments about the new illustrations. It confirmed that the update didn’t negatively impact the user experience, which is exactly what we were aiming for.’
How did you ensure consistency across such a large ecosystem?
Ariadine: ‘For newer parts of the platform, we used shared packages. Once a component was updated, the new visual identity was automatically applied everywhere it was used. For legacy systems, we kept things simple and coordinated updates across teams. That way, everyone could move independently without losing alignment. Regular check-ins and shared testing kept everything on track.’
Marcela: ‘We prioritised high-impact touchpoints and aligned early on shared components. Marketing had already created many new design templates, and together with other designers I helped make sure everything was visually aligned across the platform.’
How was the experience different between the apps and the web?
Ariadine: ‘In the apps it was a bit more straightforward. We only have one consumer app, so all updates went out in a single release. Users saw the full switch once they updated. The web was more complex, with multiple apps, domains like Funda in Business and Funda Desk, and continuous deployment. That meant a lot more coordination to keep things in sync.’
Marcela: ‘The scale was definitely smaller in the app, and the release could go out in one go. That made things a bit smoother compared to the web.’
See also: How we tackled our major front-end migration to Nuxt 3
What small detail made a big difference?
Ariadine: ‘The new logo pointing forwards instead of backwards. It’s a tiny detail, but it really changes the energy. And I loved seeing the new logo go up at the office, both outside and inside, like the one by our reception. It made everything feel real right away.’
Marcela: ‘Definitely the illustrations. I’ve wanted to modernise them since my first day at Funda, especially for mobile. The new ones feel fresh, scalable, and still very Funda. And we can use them in many more places now!’
How did you feel on launch day?
Ariadine: ‘A mix of nerves and excitement. There’s always that “did we forget something?” feeling but seeing the new identity live across the web, apps and emails was amazing.’
Marcela: ‘Proud. I’d worked on this for such a long time, and suddenly it was real. I was curious if people would notice and I was very relieved to see it out in the world.’
What are you most proud of?
Marcela: ‘I’m proud of how our vision became something tangible. It started as an idea and grew into something real, thanks to the passion and collaboration between Marketing and Product.’
Ariadine: ‘I’m proud of how all the teams came together, even while working on very different systems. We managed a smooth rollout and gave Funda a refreshed look without losing its identity.’
Any advice for teams facing a large-scale visual identity update?
Ariadine: ‘Don’t wait for the perfect moment or the perfect tech stack, just start. Plan early, map out the scope, and give teams autonomy with just enough alignment. Clear communication will save you.’
Marcela: ‘Indeed. Change can feel overwhelming, but don’t let fear or perfectionism hold you back. Start small, trust the process, and know that every step forward counts.’
Do you have a burning question for Marcela or Ariadine after reading his blog? Feel free to reach out to them via email.