Bernard was built to solve that problem. The vision was strong, but the brand did not yet show it.

Externally, the story was still about features, and the face of the company was a Saint Bernard mascot. Bernard needed to communicate what the platform made possible and why it mattered to the people keeping the repair industry running.

Discovery & Strategy

PlanetFab began with a Brand Clarity Workshop to examine Bernard’s business, audiences, competitive landscape, and long-term ambition.

The strategic shift was simple: stop talking only about what Bernard does and start explaining what it makes possible.

Bernard was not simply helping technicians complete paperwork faster. It was putting knowledge, guidance, and experience into their hands at the moment they needed it. That distinction, from software tool to trusted co-pilot, shifted the conversation from features to outcomes and from functionality to the people doing the work.

The Concept

A Technician’s Best Friend.

The concept reframed what the Saint Bernard name had always represented: trust, reliability, guidance, and showing up when it matters.

Those qualities mapped directly onto Bernard’s role in the field. By turning them into a promise to technicians, the brand could retain the meaning of its name without being defined by a dog mascot.

The Identity System

The existing identity described the name, not the purpose. We explored Saint Bernard imagery in every direction, but each route led back to another dog logo. Rather than drawing a better mascot, PlanetFab distilled the meaning behind it into a mark that could grow with the company.

The result is a reimagined paw print. Three circles represent Bernard’s core capabilities: Diagnose, Coach, and Document. A triangular form anchors the mark. At first glance, it reads as a paw. On closer inspection, it reveals the structure of the platform itself.

The identity extended into a custom wordmark, a bold blue palette, and a visual language drawn from the world technicians inhabit every day: service manuals, technical diagrams, tools, workwear, and the practical culture of repair.

The Investor Narrative

PlanetFab reframed the investor deck around the larger forces reshaping repair. The narrative connected the industry problem, market opportunity, product, and long-term platform vision into one coherent story. It gave Bernard a point of view investors could understand and a foundation the company could continue to build on.

The company moved from explaining an AI assistant to articulating a much larger ambition.

Rebuilding Repair for the AI Age.

The Website

With the brand established, PlanetFab translated Bernard’s strategic position into its first marketing website.

The website made Bernard’s story clear to anyone encountering the company for the first time. It explained what the platform does, why it matters, and who it is built to support.

The Outcome

Bernard emerged with a clearer strategic position, a focused investor narrative, a scalable identity system, and a marketing website capable of supporting its long-term ambition.

The brand now presents Bernard as a trusted co-pilot for technicians in the field rather than a software product with a mascot attached to it.