Saint-Urbain’s ripper of a rebrand for Tezza sets the photo and video editing app up for success

Tezza is a photo and video editing app with a massive following that takes regular photos and gives them that cinematic edge that makes them en vogue. Founded by Tezza Barton and her husband Cole Herrmann, the platform has been growing in popularity rapidly since it was founded in 2018. Over the years, it has evolved into more than just a photo and video editing app, becoming “a creative destination for millions of users looking to refine their content and establish their brand identity,” says Alex Ostroff, Founder & Creative Director at Saint-Urbain, who were entrusted with reimagining Tezza’s identity. As Ostroff points out, with over 2.5 million active monthly users, hundreds signing up for in-person meet-ups, and an ever-expanding set of tools, Tezza needed a brand identity that could grow alongside its ambitions. “The goal was to move beyond a purely functional tool and position Tezza as an aspirational yet accessible brand for creators,” he tells us.

But this was not just a simple rebranding project, as the scope was expansive – spanning everything from strategy, copywriting, brand identity, animation, merch, outdoor advertising, packaging, social assets, website design and development – and it was also the studio’s first time working with an app, which amped up the excitement for the team. But everything had to start from a single source of truth, a central concept that would anchor the project. “The design process for the rebrand was about honouring what makes Tezza special while creating a foundation for future growth. We wanted to distil the app’s essence – a space where creativity thrives – into a visual identity that feels as aspirational and dynamic as the work its community produces. By collaborating closely with Tezza and Cole, we ensured the branding was artist-first, human, and accessible, with a stylish, editorial edge that reflects their users’ artistry and the brand’s evolution,” says Ostroff.

To begin, the team looked towards the world of fashion and editorial design for a dash of inspiration. Ostroff points out that Tezza is rooted in aesthetics – helping creators achieve an editorial, high-fashion look with minimal effort. So, naturally, it made sense to lean into the look and feel of fashion magazines, “because they embody sophistication, impeccable layouts, and an aspirational quality that aligns with Tezza’s DNA. Co-founder Tessa Barton is also very ingrained in the fashion community and at the end of the day, she is the brand,” says Ostroff.

This inspiration is felt throughout the brand, in the typography, colour palette and layouts. “The refined wordmark, the balance of serif and sans serif typefaces, and the elegant cream and tan hues all evoke the tactile beauty of print media. The website and motion graphics bring this editorial aesthetic into the digital space, ensuring a seamless, polished brand experience that reflects Tezza’s evolution,” he adds.

The bold, confident wordmark does a lot of talking in the refreshed brand. It’s loud and proud and impossible to not notice. The wordmark’s sharp, structured angles subtly reference Tezza’s square photo format, reinforcing a connection between the brand and its functionality. “Tezza is not just about technology – it’s about creativity, artistry, and human expression. The logo balances geometric precision with organic warmth, mirroring the interplay between structure and fluidity that defines the app’s editing tools,” explains Ostroff.

While Tezza was shedding its old skin, the team realised that it couldn’t shed it all. For example, its Matisse-esque face icon, designed by Synchronized Studio, was retained as it was a familiar aspect of the brand for its community. “Rather than overhauling the face icon, we refined it very slightly to better align with the new brand direction, slightly tweaking the shape and colours. We introduced more fluidity and playfulness, in the way the shapes are used in the identity system, emphasising the organic, humanistic elements that differentiate Tezza from more clinical, tech-driven competitors, while preserving the icon’s original charm,” says Ostroff. “These subtle but intentional refinements helped integrate the face icon more seamlessly into the brand’s overall visual language while preserving its original charm.”

Deconstructed parts of the face icon can be found floating on Tezza’s website as you scroll through the homepage. It brings that layer of familiarity to the website, which has been completely reimagined, embracing a layout that brings to mind luxe fashion magazines. Land on the homepage and you’ll see a quickly flashing series of high-octane images – all created using Tezza’s app – that sits under the wordmark. “The new brand identity is woven throughout every aspect of Tezza’s digital presence. The redesigned website embraces an editorial-inspired layout, enhancing user engagement through structured typography, a balanced colour palette, and refined visual elements,” Ostroff tells us. “Motion graphics further bring the brand to life, adding energy and movement while maintaining Tezza’s signature high-fashion aesthetic. Every touchpoint – from the app’s interface to its marketing assets – now reflects a cohesive and immersive brand experience.”