Why We Rebranded Beetroot

Last week, we launched a major rebrand. It’s not that we woke up one day and decided “hey, Beetroot needs to look differently!”. No, the change was driven by a rather simple realization: the gap between what we do and what we signal has become too big to ignore. 

Our visual identity and our language should better reflect focus areas we’ve now held for a long time: security-first AI solutions and defence technology.    

Market Shift: AI Moving From Experiments to Core Systems

AI is, if you can believe it, not something that lives solely in R&D labs and pitch decks – it’s pretty much everywhere. This commoditization of AI has made the cost of software development go down, and tech buyers today expect a lot more for less. The downside is that much of what’s delivered on the market has lower quality. For instance, according to a recent MIT study, as many as 95% of AI projects fail to create ROI. 

The shift from AI hype to infrastructure is where real value begins to appear.

Despite that, the shift continues. We observe more and more companies approaching AI as part of their core systems. They’re not just add-on projects to play with as they might have once  been. 

We adjusted to that reality *years* ago by focusing on solid delivery and outcomes, helping our clients design and implement AI initiatives that create meaningful value. What lagged behind was how clearly we communicated that focus. One of the goals of this rebrand is about to close that gap.  

Clarifying Our Role in AI and Emerging Tech Adoption 

At Beetroot we don’t see AI as a stand-alone function. Real value only emerges when decisions are made at the level of operational leaders, not inside a siloed IT department. The starting point isn’t a model or off-the-shelf genAI tool, but leadership alignment on whether AI is actually needed and how it fits into real business context and workflows. Without this, it quickly turns into another risk instead of being a solution. 

That’s why our ecosystem brings together strategic advisory, software development, and training for tech and non-tech teams alike. We essentially help organizations with their long-term capabilities. 

The updated brand makes this holistic approach clearer. 

Security Focus As a Baseline

A common misconception in the current AI wave is that “security and speed are opposites”. They are not. Being cautious doesn’t slow companies down, it’s data leaks and rework after incidents that do. Security by design – something that our rebrand underlines as well – actually reduces friction at later phases. We call the security-first approach “rational, sane”. 

AI done without a security focus is not innovation. It’s debt.

Expanding Our Work in DefenceTech 

Beetroot has supported Ukraine since day one. This direction becomes more explicit with Beetroot Defence becoming our next step. Being a part of Ukraine’s unique DefenceTech ecosystem, we take on this opportunity – and responsibility – to bridge it with Europe that needs it through defence technology solutions and competence development. 

The rebrand makes our stance clearer, communicating our values to and enabling connections with like-minded partners. 

Ukraine’s defence equals Europe’s defence and long-term safety. 

What Changed in Our Brand System 

We’ve always believed in the playful joy of technology, but the way that belief is expressed today needs to reflect a very different reality than it did more than a decade ago, when Beetroot’s original visual foundations were created. 

For this identity update we worked with Solomiia Pazyniak (I’m a big fan and she deserves the cred!), who have also been involved in our previous branding, to develop a new tonality that lives with the time.

The updated visual language is built around:

• Modular layouts that make complex information easier to scan and understand
• Strong contrast and spacing rules to ensure readability across devices
• Consistent iconography, illustrations, and restrained gradients that balance clarity with visual depth

What Deliberately Stayed the Same

Not everything needed to change. For example, our signature illustrations are still part of the brand. But now, they live in a system that feels more grounded and aligned with the times we live in. 

Our work is evolving, so does our look. What stays the same is our human heart.

Looking Ahead

The organizations that need our approach and experience today are medium-sized and large businesses where security and reducing risk are critical. In DefenceTech, we collaborate with committed partners who understand what’s at stake and are proactive in contributing to the defence of Ukraine and Europe.

I hope this rebrand makes it easier for them – for you – to see what we bring to the table and to make a confident first step. Reach out, let’s build tech solutions for now and for what’s next.