Rokt is a global hyper-growth community of curious explorers with the ambition to unleash the potential of e-commerce. The scope of the project was a rebranding of the current visual identity with the goal of better aligning it with the company's mission without losing the existing brand equity Rokt was associated with. After analysing the brands existing toolbox it became apparent that the rebranding should center around the brand's most iconic (but underutilized) graphic element: the connector. An element that up until this point had only been used as a vague expression of the brand's personality. The evolution of the connector started by giving it more flexibility in terms of applications so that it was easier to integrate it in more touchpoints. Rounded corners also made it feel more fluid and a better representation of the moment customers experience using Rokts products and services. The connector applied with imagery to further portray the customer journey with Rokt. To create coherency and build recognition throughout the brand the connector was integrated into the updated logo, still keeping a clear resemblance withits previous design. Colors and typography were also given an update to better align with the overall brand tonality. The end result is a much more human brand identity with the ability for endless flexibility in applications with a playful visual language and fresh brand experience without losing recognition.