Our brand evolution, bold choices, and why slow doesn't have to mean slow

For most of 2025, if you had looked at all our marketing materials laid out together on a moodboard, you might have thought Beacon.li had multiple personality disorder. Our deck was minimalist and clinical. Our one pagers and brochures were bold and punchy. 

Our website? Somewhere in between. We were in a fluid state, molecules of ideas bouncing around, testing different arrangements, never quite settling into a pattern.

In physics, there's a concept called phase transition. Water doesn't gradually become ice. It stays liquid, liquid, liquid... until it hits a critical point and suddenly crystallizes. The molecules were always there. The elements were always present. But the structure? That emerges all at once.

So if you ask me, I wouldn’t say we were lost, we were just waiting for our freezing point.

And then, at some point in the creative chaos, my colleagues Kiran and Chethan, during one of our team meetings, almost as a joke, asked SeedReam to come up with an image of a snail wearing a jetpack! 

Phase transition of Beacon’s visual identity

The Slow Reveal

If you visited or saw pictures of our booth at the AI Summit in NYC this past December, you might have noticed something unusual on our backdrop, a peculiar gastropod sporting what appeared to be skateboard with rocket thrusters. People stopped. They stared. They asked questions.

"Is that... a snail? On a skateboard? With jetpacks?"

"What does that mean?"

"Can I take a picture with it?"

We had been dropping hints about Zippy across our creatives for weeks, watching the curiosity build. But the real debut happened when we launched our completely reimagined website and brand identity this week. And now, I'm thrilled to pull back the curtain on why this matters for us… not just from an aesthetic POV, but strategically as well.

The Juxtaposition We Live Every Day

The thing about enterprise software implementations is that they're notoriously slow. Some might call them glacial, even. Requirements gathering that stretches for months, configuration cycles that feel endless. UAT phases that test everyone's patience (and not just the software). These projects eat resources, delay revenue recognition, and bottleneck professional services teams who could be taking on more implementations if only they had the bandwidth.

And that’s the great irony of enterprise software. The tools meant to make businesses run faster often take forever to deploy.

Enter Zippy.

A snail is slow by nature, which is a biological fact. But strap a jetpack to that snail, give it the right tools, the right acceleration mechanisms, and suddenly you're looking at something entirely different. You're looking at a transformation, a reimagination of that snail where it’s the old world meeting the new. That's Beacon.li in a nutshell (or a shell, if we're staying “on brand”). 

We're not selling snake oil about "instant" anything. We're acknowledging reality. The “yes, this is traditionally slow”, and then we're handing you the jetpacks to make it run significantly faster.

Through AI orchestration of documentation, requirements gathering, solutioning, configuration, automated test case creation, cutover planning, and hypercare support, we're compressing timelines without cutting corners. We're making revenue recognition more predictable. We're also giving PS teams their time back.

We're making the snail fly.

From Chaos to Cohesion: The Creative Journey

I won't pretend this rebrand was a straight line from point A to point B. Our team, led by the brilliant Chethan KS and Sai Kiran Mamilla on concept and design, brought to life in pixels by Vinith Kumar, narrated with precision by Harika Sree, and project-managed by the ever-steady Vinay Appalla, went through dozens of iterations.

We're movie buffs, all of us. And if you look closely at the website, you'll catch the references. There's a bit of Blade Runner grit, a quiet Star Wars nod, maybe even an homage to ET. (See if you can spot them all. Consider it an easter egg hunt.)

But here's what I’m most proud of: this brand isn't a design-by-committee consensus. It's definitely not safe, it's bold. And that is by choice because we're playing in a space that's fairly new and absolutely ripe for AI orchestration, but where not a lot of companies are willing to venture. Most enterprise software companies stick to incremental improvements, clean interfaces, and predictable messaging.

We put a snail in a jetpack.

A Design System That Actually Means Something

The attached design system isn't just a color palette and font specifications, though I won’t lie… Chethan and Kiran did incredible work there. It's a visual language that communicates who we are.

The greens ground us. They're natural, organic, and steady. With the snail, the reality of enterprise complexity, the foundation we build on.

The oranges and yellows tell a dual story. They're the dusty, worn world of enterprise implementations, the dystopian landscape where workflows are manual, timelines stretch endlessly, and everything feels like it's covered in desert sand. But they're also energy, acceleration, and ignition. The jetpack firing up, the way out. There’s a sense of balance to it too,  because the same palette that shows you the problem becomes the solution.

The typography scales across desktop, tablet, and mobile with precision because in enterprise software, details matter. The buttons have hierarchy because user journeys have intention. Nothing is supposed to be arbitrary, and everything is meant to communicate.

Even the decision to avoid shadows on certain elements was about clarity over decoration, and function over flourish. We're not here to look pretty (though we do, even if I say so myself), we’re here to work.

What’s Next For Brand Beacon (and Zippy)

This rebrand is a milestone for us, but by no means an end to our evolution. It’s a coherent expression of who we've been becoming. But like Zippy himself, we're built for acceleration.

We're venturing into territory where most enterprise software companies fear to tread–true AI orchestration of implementation workflows, end to end. We're doing it with a visual identity that doesn't apologize for being memorable, and with a team that believes slow is just a starting point, not a destiny.

So yes, we have a new website. Yes, we have a mascot. And yes, we have a design system that finally feels like us - with all the experimentation, all the movie references, all the bold decisions, wrapped in something beautifully cohesive.

But most importantly, we now have a north star. A reminder that transformation isn't about denying where you started, but strapping on the jetpack and showing people what's possible.

Welcome to the new Beacon.li.

The snail still exists. It just zooms past timelines now.

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Ready to put jetpacks on your implementation timelines? Visit us at beacon.li or book a demo to see how we're reimagining enterprise software deployment.