Best Story Wins How to Rebuild a Legacy Brand from the Ground Up with Carla Weis of Docusign
Jul 17, 2025
49:32
Great brands don’t just evolve—they outgrow their origin stories.
Docusign made the signature famous. Now it’s on a mission to make agreements iconic—and that meant blowing up the brand as the world knew it.In this episode, Carla Weis, VP of Brand and Creative at Docusign, shares the bold, strategic, and fast-paced four-month overhaul behind one of the most successful B2B rebrands in recent years. We dive into how Carla’s team transformed the 22-year-old brand into a full-blown intelligent agreement platform—and why that required more than just a new logo.
We also discuss:
Docusign made the signature famous. Now it’s on a mission to make agreements iconic—and that meant blowing up the brand as the world knew it.In this episode, Carla Weis, VP of Brand and Creative at Docusign, shares the bold, strategic, and fast-paced four-month overhaul behind one of the most successful B2B rebrands in recent years. We dive into how Carla’s team transformed the 22-year-old brand into a full-blown intelligent agreement platform—and why that required more than just a new logo.
We also discuss:
- The business risk of staying visually familiar when your product leaps forward
- Why B2B brand archetypes aren’t fluffy—they’re functional decision-making tools
- How “self-serve creative” and 600+ Canva users are scaling the brand with precision
- Why they embraced jargon, dropped the “everyman,” and leaned into the Sage-Ruler-Hero brand trio