Background

Veed.io, a leading online video editing platform, initiated a company-wide rebranding project to refresh its visual identity and strengthen its market position. This ambitious undertaking required extensive coordination across multiple product teams and presented significant technical challenges due to the fragmented nature of the codebase.

Role

As a Staff Frontend Engineer on the DevEx/Quality team, I was chosen to lead the engineering efforts for this critical project. My responsibilities included:

• Overseeing the entire rebranding initiative from an engineering perspective
• Managing risks, resource allocation, and cross-team communication
• Serving as the primary point of contact for all engineering-related aspects
• Bridging the gap between Brand, Marketing, SEO, Product Design, and Product teams

Challenges and Actions

Key challenges and actions taken:

1. Scope and Coordination:
   • Created a comprehensive RFC document exploring scope, risks, milestones, and resources
   • Iterated to secure stakeholder buy-in and alignment
   • Effectively communicated plans to Engineering Managers and Product Managers
2. Codebase Fragmentation:
   • Analyzed existing codebase structure
   • Developed a strategy for implementing changes with minimal risk
   • Implemented additional testing measures
3. Time Constraints:
   • Assembled a team to execute 80% of the work in two days
   • Prioritized tasks to ensure maximum efficiency

Results

The rebranding initiative concluded with a successful rollout across all Veed.io products, with only one minor issue on an overlooked page. Our concentrated two-day sprint proved highly effective, allowing us to complete the vast majority of planned tasks and address numerous pre-existing issues.