Tezza’s Brand Refresh Encourages Expression Without Limits

Reading Time: 3 minutes

Brooklyn-based creative agency Saint-Urbain has launched a game-changing rebrand for Tezza, the photo and video editing app loved by content creators, influencers, and celebrities. 

Key takeaways:

• Tezza’s rebrand is designed for future expansion, ensuring a bold and cohesive brand identity that sets it apart from competitors.
• Saint-Urbain infused fashion magazine aesthetics into the design, adding an aspirational yet accessible feel.
• The original Tezza face icon remains, reinforcing the brand’s commitment to human connection in an industry dominated by cold, tech-heavy competitors.
• A lifestyle-driven approach extends beyond the app, with new merch like phone cases, candles, and collage kits strengthening the bond between Tezza and its community.

A rebrand built for the future

Since its launch in 2018, Tezza has amassed over 2.5 million active monthly users and 25 million downloads, making it a go-to editing tool for those who crave a curated, high-end aesthetic (like some of our curated AI video editing tools). 

However, rapid growth required a cohesive and scalable brand identity that could support the app’s future expansion into new creative categories.

Saint-Urbain approached the rebrand with a clear mission: to elevate Tezza’s artistic essence while making it accessible to a broader audience. Founder Alex Ostroff described it best:

“Tezza is about making every moment beautiful. The brand needed to feel aspirational but still approachable—something as beautiful as the content its community creates every day.”

The fashion-forward influence

The world of luxury fashion magazines heavily inspired the redesign. Saint-Urbain introduced a refined wordmark that blends contemporary elegance with a strong personality—bold yet approachable. 

The logo’s sharp, square angles mirror the app’s signature square photo format, ensuring a seamless connection between branding and user experience.

Typography played a crucial role in crafting a timeless editorial feel. Untitled Serif, chosen for its print heritage quality, contrasts with Untitled Sans, striking the perfect balance between classic and modern.

Learn more about typography with our font psychology guide.

The color palette: Sophisticated yet playful

The cream and tan color scheme exudes an upscale, tactile feel reminiscent of luxury print media, while bold pops of color inject confidence and energy. 

This blend makes Tezza’s branding feel premium yet dynamic, reinforcing its role as a trendsetter in digital creativity.

Fighting against the “Cold Tech” industry

One of the most controversial decisions in the rebrand was keeping the original Tezza face icon designed by Zhenya Rynzhuk.

In an era where most editing apps feel detached and clinical, Tezza deliberately embraced a humanistic and artistic approach.

Saint-Urbain used hand-drawn elements and playful illustrations to preserve the “artist’s hand” in the brand’s visuals, ensuring Tezza never felt like another soulless tech product.

Beyond the app: A lifestyle-driven expansion

Tezza is not just an app—it’s an experience.

Saint-Urbain helped design the merch, including phone cases, candles, and collage kits, reinforcing the brand’s influence beyond digital spaces.

Tezza Barton, co-founder of the app, shared her thoughts on this next phase:

“Tezza has always been so much more than an app; it’s a creative space. We needed to step back and craft a cohesive visual identity that represents the world we’ve been building.”

The rebrand, now reflected across Tezza’s website, and physical activations, is set to inspire a new generation of creators. 

With its bold yet inviting aesthetic, Tezza continues its mission of making creativity more accessible—without limits.

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