Formerly known as Laika, Thoropass needed a new name and brand that could clearly differentiate it in a crowded compliance market. The existing identity didn’t reflect the company’s modern, human approach to compliance or its unique combination of smart software, expert guidance, and continuous monitoring.
Compliance is often positioned as rigid, intimidating, and outdated. Thoropass’s real advantage was its ability to make compliance feel seamless, supportive, and even approachable—without sacrificing rigor. A successful rebrand needed to signal trust and expertise while breaking from the industry’s cold, technical visual norms.
Built on an initial renaming and brand foundation by UpperQuad, we led the creative vision and strategy for a comprehensive digital-first rebrand. Through a new verbal and visual identity that is cheerful, modern, and confident, Thoropass was repositioned as the leading end-to-end compliance platform. The initiative spanned product, marketing, content, and engineering, unifying hundreds of assets and systems into a cohesive, accessible brand that supports innovation rather than slowing it down.
Unveiling Thoropass in Times Square on launch day.
