[animal531]

Great info.

But what would you say was the drive that made you decide to go from Step A to B?

I guess I'm asking for tips (ignoring finances for the moment) as to when business/design wise you need to be looking at a larger and more involved option? Did the old design grow stale? Were you running into more real world use cases where you needed design elements that were missing originally? Or had the original just included more and more elements over time until it no longer seemed consistent?

[emmett]

The first design was expedient: we needed something in order to launch the website. So we did a really minimal amount of work. It was never great -- nothing done in four hours can be great -- but it sufficed to be able to launch a product.

After about a year, we had clear product momentum, so it was worth investing in a better brand design since we understood our direction and customers at that point well enough to do a good job that we wouldn't have to change later.