Rebrand and migration for Syrup.tech
Syrup is an AI-powered platform helping apparel and footwear brands optimize demand forecasting, allocation, and buying decisions. Backed by Accel and Gradient Ventures, Syrup needed a digital presence that matched the sophistication of its technology and appealed to enterprise retail teams. In early 2024, they partnered with Zabal to refresh their brand, migrate from a hard-coded site to Webflow, and create a scalable, easy-to-manage web platform. What started as a 13-page redesign has since evolved into an ongoing creative partnership spanning product animations, splash pages, keynote presentations, and more.
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Understanding the business
Business goals
Syrup aimed to elevate their brand credibility and communicate the value of their AI-powered platform to enterprise retail teams. They needed a site that could effectively showcase a complex product, convert high-value prospects, and reflect the sophistication of their technology. Just as important, they wanted a platform their lean marketing team could easily update, enabling faster go-to-market launches, content changes, and campaign rollouts without relying on developers.
Business challenge
Syrup’s original site was hard-coded, limiting their ability to evolve their brand or communicate product innovations, relying on a single internal developer. Visually, the old branding didn’t fully reflect the forward-thinking, AI-powered intelligence that Syrup brought to the retail space. Internally, Syrup’s team felt the current brand system wasn’t pulling its weight in creating market credibility or conversion confidence. They also needed to visualize a fairly complex product offering with the support of a flexible, scalable platform and visual language that could adapt with them as they grew, and fast.
Asking the right questions
Research goals
Before Zabal designed a single page, we needed to get under the hood of Syrup’s mission, audience, product capabilities, and sales journey. Through a detailed brand intake process, stakeholder interviews, and collaborative workshops, we focused on understanding how Syrup’s prospects think, what matters most to retail allocation teams, and how to communicate the nuance of their powerful software in a simple, visual way. From this, we co-created a sitemap that prioritized key conversion pages and product narratives, laying the foundation for both the redesign and the long-term scalability of the site.
Thoughtful onboarding
Taking the necessary breath to review, evaluate and understand Syrup's market so that we can recommend sitemap, page hierarchy, design, and visuals.
Persona's pain
The merchandising planner and allocation manager Syrup serves has complex needs and pain points. We needed to understand these deeply
Product Intelligence
Reviewing past & existing sales decks, marketing materials, and listening closely to the problems their software solves helped us dream up new product UI
Brand exploration
Very few competitors in their space provided any unique UI or visual expression outside of stock or brand photography of warehouses and retail stores.
Interface inspirations
Defining a visual direction
We explored expressions and styles way outside of Syrup’s retail market to generate ideas that were truly differentiated versus their competitors like 09, Toolio, and NextTail.
Creating the system
Information architecture
Brand Colors
#0088FF
#171A1C
#3B0D96
#232323
#3264F6
#4D4D4D
#B8CBFB
#FFEFCC
#E7EEFD
#EEF9EB
Typography
Medium
Size: 56px
Medium
Size: 48px
Medium
Size: 40px
Regular
Size: 16px
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Medium
Size: 16px
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Regular
Size: 14px
Visual direction
After brand research had been conducted to pull inspiration from outside of their industry, the Zabal team then began to bring those styles closer to Syrup’s industry with a hyperfocus on high fashion and SKU-level insights and reporting.
Visual design guidelines
Elevating supply chains with creative clarity
Our dedication and support led to a full migration from Contentful to Webflow, a complete rebrand, and enhanced sales materials in just 3 months. Partnering with Loop's marketing and product teams, our lean Zabal team achieved more than visuals, we impacted their business and sales metrics. Focusing on migration, rebranding, and growth, we launched Loop’s site, creating brand elements and strategies that carry through 2024–2025. Now, we’re building on that foundation for further growth.
We have crafted over 28 pages and templates...
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Non-Web Creative
After building Syrup's initial marketing website, the team continued to design new webpages but also expanded to supporting non-web creative projects. We have built decks, designed tradeshow booth materials, and built a number of product animations that have been leveraged across web and marketing.
Conference Keynote Presentation
Syrup's CEO, James Theuerkauf, was scheduled to give a keynote address at a strategic conference in NYC which would host dozens of target accounts and they enlisted to Zabal to help them concept and deliver. Provided with a brief and a goal that this presentation be predominantly visual in nature, Zabal and Syrup first collaborated on the storyboard, and then Zabal's incredible motion animators and UI designers created a 29-slide presentation that articulated the brand story.
Product Motion Graphics
The internal marketing team at Syrup provided existing product or sales materials, had explanatory calls with our design team, and even shared notion documents to collaborate on storyboards that would become custom-designed motion graphics to articulate Syrup's innovative product that were used across marketing touchpoints.
Booth Design
With an 11-day turnaround and brief in-hand and 3 core deliverables requested - graphic wall, on-screen video, and recommended furnishings (based on the provided catalog), the Zabal design team generated both 2D and 3D renderings of each asset in time to hit the production and print schedules.
Zabal is filled with incredibly friendly, engaged individuals who make the agency relationship feel like having an extension to your team. They work tirelessly to solve problems for you.
Strong results on a fast timeilne without breaking the bank. Project management could be better.
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