On March 3rd, our Metricool rebranding received the Silver Award in the Digital Branding category at the III AEBRAND Awards in Madrid.
Founded in 2010, AEBRAND (Asociación Española de Branding) promotes branding as a professional discipline and as a strategic intangible asset. Their yearly awards highlight projects that demonstrate the growing importance of branding in building stronger companies and economies.
About the award-winning project
Rebranding rarely starts with visual design. It usually begins with a strategic question: Does the brand still reflect the company the business has become?
When tech startups grow quickly, their brand identity often lags behind their product, market position, and global reach.
That was the situation with Metricool.
Metricool is a platform that helps professionals analyze, manage, and measure the performance of their social media content. Based in Spain and used worldwide, the platform supports creators, agencies, and marketing teams in managing their digital presence with clarity and efficiency.
The company had built a strong global user base and a mature product. However, the brand ecosystem, especially the website and visual identity, no longer reflected the scale and maturity of the platform. The goal of the project was to close that gap and develop a brand that matched the company’s evolution.
Metricool: Built for Work. Designed for Life.
Through the brand strategy, we identified a clear opportunity. Most competitors communicate with a technical, product-led tone centered on metrics and performance. While effective, this language often overlooks the daily reality of the people behind the dashboards.
Metricool differentiates itself by shifting the perspective from the tool to the user, finding a balance between work and life. This led to a business-to-human (B2H) positioning, expressed with beautiful visual contrasts.
The positioning informed the entire visual identity. The refined logo strengthens the link between the two “oo,” forming a continuous loop that represents the cycle between work and life. The color palette combines energetic yellow with warmer, human tones, expressing the tension between productivity and wellbeing. Typography, photography, and illustration bring together clarity and personality, ensuring the platform feels capable without becoming impersonal.
Winning Silver at the AEBRAND Awards is a great recognition for everyone involved. The new brand now reflects what Metricool had already become: a global platform that helps social media professionals work with more clarity, less friction, and a bit more balance in their day.
Check out the full Metricool project!
More about the AEBRAND Awards: https://aebrand.org/palmares-premios-aebrand-2026/
