Owning our brand — and our future

Chantelle Little

Founder & CEO

If you read my 2024 Letter from the Founder, you know we’ve been in a transformation year – one marked by intentional change, internal alignment, and building the foundation for what’s next. This brand evolution is a natural extension of that journey.

As we navigated our transformation year, it became clear that our brand needed to do more than reflect who we are today — it needed to carry us into the future. Not just with fresh visuals, but with clarity, confidence, and cohesion across every touchpoint.

So, while this isn’t our first brand update in our 17 years, it is our most mature update, and one we approached with the same strategic rigor we bring to our clients.

For me personally, this evolution is about the responsibility we have to model what a great brand can be. I want to share the deeper intention behind this shift and why owning a brand that’s truly “yours” matters more than ever.

Why we evolved our brand (again)

Over the years, we’ve reimagined our brand more than once. Not because we’re indecisive, but because we believe a brand should be as dynamic and growth-oriented as the business it represents. Each iteration brought us closer to who we are, but also revealed the gaps we needed to close.

Our past changes were often driven by isolated needs (e.g. refreshing the website) without taking a truly holistic look at our identity. That approach left loose threads, inconsistencies, and missed opportunities. The result? A brand that looked or sounded good in some places, but didn’t fully carry the weight of who we are or where we’re going.

We’ve grown. So has the caliber of our clients. The work we’re doing today (and aiming to do tomorrow) deserves a brand that not only reflects our ambition, but also earns the trust of the most discerning B2B SaaS companies.

We took very intentional steps to understand what our brand needed to make that a reality, including:

Surveying CMOs from our client base
Running messaging tests with SaaS CMOs outside of our sphere of influence
Identifying which foundational design principles and styles fit our brand and can provide the flexibility we need over time
Dissecting 50+ agency brands and websites
Crafting, collaborating, and iterating again and again

This evolution is about owning our holistic identity, not just refining our aesthetic. We wanted a brand that felt confident, yet grounded. Timeless, but also forward-looking. It’s not about trends — it’s about building a brand that’s undeniably ours, and resilient enough to grow with us for years to come.

From refined positioning and messaging to a bold new color palette and scalable brand identity system, we redefined the depth of Tiller.

Launching our brand from the inside out

At Tiller, we believe brand is something you experience, not just something you see. It’s not just a logo or color palette. It’s in the conversations you have, the energy of the team, the way you show up when nobody’s watching. That’s why, before we launched anything publicly, we launched our new brand with the people who live it every day: our team.

We created an immersive brand experience. We rented out a local event space and converted it into a Tiller gallery with custom-branded artwork inspired by our purpose and values. And we unveiled new swag anchored in this year’s bold theme: Own the Dream. From a brand showcase to an AI art competition, we made space to celebrate the work, the intention, and most importantly, the people behind it.

More than anything, we created a moment to connect and align as a team. I shared why this theme matters, not just for our brand, but for how we lead, grow, and show up for one another.

“Own the dream is more than a statement. It’s a challenge. It’s a mindset shift. Having a dream is the first step, but owning it is where the real work – and real growth – happens. Own it messy. Own it scared. Own it without certainty. Own it one step at a time.”

I focused on the fact that meaningful growth rarely feels comfortable, and great work often begins before we feel ready. Owning it means moving anyway. That’s what makes a brand powerful, when the people behind it live it.

Ultimately, that’s what our new brand is about: a collective commitment. An attitude of ownership. A foundation built to grow with us, and our clients.

What comes next

This brand evolution isn’t the finish line — it’s the starting point. A clearer, bolder expression of who we are and the kind of work we’re here to do.

We didn’t just redesign our brand to look the part. We rebuilt it to own the part: to show up with clarity, to communicate our value without compromise, and to grow alongside the ambitious B2B software teams we have the privilege of partnering with.

And just like we did with our team, we invite you into it.

Whether you’ve worked with us before or are just discovering us now — this is the version of Tiller we’ve always been building toward. Confident. Collaborative. Curious. Creative. And fully owning the dream.

Let’s build what’s next, together.