Transforming a beloved FinOps brand into an enterprise-ready system of trust, clarity, and momentum.
Timeline
Deliverables
THE CHALLENGE
Duckbill established itself as the opinionated, irreverent consultancy helping
cloud teams manage AWS spending. The brand was playful, mascot-driven,
and deeply cherished by its audience. Success followed — until organizational
growth outpaced the identity.
As Duckbill matured into a serious consulting firm, trusted by enterprise
engineering and finance leaders, and launched Skyway (a SaaS product), the
gap between what the brand communicated and what the company actually
did became impossible to ignore.
Key tensions: whimsical platypus-focused identity didn’t establish trust with
CFOs and procurement teams. Consulting division and SaaS product
appeared disconnected. Messaging lacked enterprise-level precision. Visual
system couldn’t scale across departments.
The challenge was an alignment problem. Duckbill needed a brand system
capable of scaling — while preserving core identity.
The APPROACH
Before design work commenced, we ran a strategic alignment sprint with leadership, marketing, product, and consulting teams to identify what the organization genuinely needed.
Engaged leadership across consulting, product, and marketing to surface tensions between the brand they loved and the brand the market needed. Uncovered what to keep and what to evolve.
The most critical decision shifting from cartoon platypus to abstract mark. The modernized Duckbill silhouette represents precision, engineering intelligence, and financial clarity.
Unified system accommodating both consulting practice and Skyway SaaS under one coherent structure. Scalable design system empowered every team to produce cohesive work.
Redesigned to support deeper product storytelling and thought leadership with distinct navigation paths for procurement, engineering, and finance teams.
The result
The transformation didn’t just modernize the brand. It unlocked alignment across the company.
Across website and sales conversations,
enterprise prospects now engage with
confidence.
Consulting and SaaS now operate under
one coherent identity. Teams aligned
around shared language.
Internal teams produce cohesive work
autonomously. Decision-making on
messaging and visuals accelerated
Sharper differentiation in the competitive
FinOps ecosystem. Skyway’s SaaS
positioning gained credibility.
“Na-Mii helped us grow up without losing who we are. The new identity finally reflects the caliber of our work and it brought clarity not just to our brand, but across our entire team.”
Co-Founder & CEO, Duckbill
Cybersecurity · Series A
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