Refactoring is the platform created by Luca Rossi, one of the most authoritative and recognized voices in the Italian and international tech scene, to help founders, CTOs, and engineering managers lead and grow their development teams. Through newsletters, podcasts, a community, and educational content, Luca translates the complexity of engineering leadership into simple, deep, and immediately applicable models.
- Branding
- UX & UI Design
- Web Dev
We have known Luca for years: first as co-founder of Wanderio, then as engineering manager at Translated. Refactoring was born as a natural extension of his path: it started as a personal newsletter where Luca shared his field experience, and today it has evolved into an international editorial ecosystem for people who lead software teams.
Over time, Refactoring has grown into a solid editorial and entrepreneurial project. Today the ecosystem includes a structured editorial team, an international community, multiple communication channels, and successful digital products, such as Tolaria, the open source project that quickly gained traction on GitHub.
This expansion made the original identity, while strong and recognizable with its sketches and vivid colors, too narrow for such an articulated project. That is why Luca turned to Moze: to structure a solid and scalable brand system, capable of supporting Refactoring's evolution without losing its fresh and direct spirit.
A brand sprint to clarify what makes Refactoring, Refactoring
The work started with a brand sprint with Luca.
We focused on the core of the project: helping engineering teams work better, build better products, and create healthier environments. Three qualities had to be preserved: simplicity, depth, and humanity.
From there, we built a more coherent and scalable identity: a more essential logo, a more balanced palette, a flexible illustration system, and a custom font capable of preserving the brand's personal character within a clean, digital language.
A website to tell the story of the new ecosystem
After the brand sprint, we designed and developed the new website.
The site did not need to present just a newsletter. It had to show Refactoring as a broader ecosystem: content, community, podcasts, resources, and paths for tech leaders.
We worked on structure, UX/UI, and development to create an experience that is clearer, more recognizable, and consistent with the new identity.
More system, same voice
The result is a brand that is more organized, but not colder. More mature, but still personal. Easier to use, but faithful to the way Luca writes, thinks, and communicates.
An identity ready to support Refactoring's next phase: more channels, more formats, more community, with a visual presence finally aligned with the ambition of the project.
Luca Rossi Founder, Refactoring