Behind the scenes: An inside look at AuditBoard’s refreshed brand identity

In 2014, two former auditors created the first cloud-based platform to help streamline SOX, audit, and compliance programs and deliver more value to the organizations they serve. In 2025, AuditBoard’s intense focus on incorporating client feedback to design integrated, user-friendly solutions has never wavered. That’s why we’re launching a refreshed version of the AuditBoard brand.

April Crichlow, AuditBoard’s Chief Marketing Officer, discusses how AuditBoard’s brand refresh comes at the right time in a rapidly changing industry, key modifications that mirror our customers' priorities, and how these updates go beyond an updated look to reflect how we elevate customers through innovation.

April brings her proven track record of customer obsession and experience scaling global brands to spearhead our brand refresh as we continue to expand into new markets, tackle broader risk management challenges, and strengthen our connection with the practitioner community.

Why refresh AuditBoard’s brand now?

April Crichlow, Chief Marketing Officer, AuditBoard: The information that audit, risk, and compliance practitioners need is often served with a generous side of fearmongering, potential consequences, and looming disaster. After all, their job is to hope for the best and prepare for the worst. At AuditBoard, real transformation occurs for our customers when we instead focus on the intersection of practical optimism and opportunity. Amid the chaos of potential threats, AuditBoard cuts through all the noise to underline what matters.

That’s why it was time for AuditBoard to undergo a brand refresh. In the beginning, our mantra was “by auditors, for auditors”. It’s why our audit solution has outperformed the competition for over a decade. Since then, as our customers express their needs, AuditBoard’s product offerings have grown by leaps and bounds to show up for our customers and keep them ahead of the curve. As the landscape shifts, our brand must now also reflect our status as the industry’s category-defining solution that connects audit, risk, infosec–and the most recent addition to AuditBoard’s solutions that launched today: regulatory compliance.

What are some of the key changes or updates that you’re most excited about?

April: Our primary color palette pays homage to traditional ‘AuditBoard blue’, blending our legacy with a modern take on a sea blue color that exudes a sense of ease and maturity. The citron adds crispness and an energizing punch to the overall palette, helping to draw the viewer's eye and attention.

When it came to updating AuditBoard’s logo, we prioritized ease and simplicity. The logo icon retains the original shape but marks a modern chapter for AuditBoard. The eye shape provides a nod to visibility and connection, while the refreshed treatment evokes constant movement and hides a subtle ‘A’ and ‘B’ in its shape. The logo’s bold weight strikes a harmonious balance between approachability and precision.

We also shifted AuditBoard’s brand voice and messaging to emphasize sharp intelligence and attention to detail. These changes ensure that our brand fully reflects the personality and needs of our customers. If you’ve ever been to an Audit and Beyond conference, you know exactly what we’re talking about. The stereotype of auditors hunched over an abacus in a dark basement couldn’t be further from the truth. Joking aside, we embraced messaging that reflected the humanity and warmth of our customers. Our brand is our customers, and we wanted this refresh to truly reflect the complex, hardworking professionals in the audit, risk, and compliance industry. Thomas Lelu, Internal Audit Manager at Constellium, says:

What is the goal of refreshing AuditBoard’s brand?

April: As we step boldly into the future to be the category-defining platform for connected risk, our goal is to offer a consistent foundation with a shared common language to better serve our customers. Amid a volatile landscape, practitioners everywhere are trying to do more with less. That’s where AuditBoard comes in. As AuditBoard leads the pack with our innovative AI solutions and comprehensive compliance integrations, our goal is to help you succeed. Our customers deserve solutions that take technology to the next level. That’s why AuditBoard’s solution prioritizes easy access to critical information and the right answers at the right time.

Given all the changes practitioners face today – shifting regulations, reduced budgets, and an emphasis on AI adoption – this pivotal moment is the perfect time to launch our refreshed brand. We are really proud that our customers take being our champion to another level — and with a brand refresh that reflects who our customers truly are, we continue to return the favor. We’re helping customers win, building momentum, and connecting risk together.

About the authors

April Crichlow is the Chief Marketing Officer at AuditBoard. An experienced global B2B SaaS marketing leader, April oversees the marketing team and aims to accelerate the awareness of AuditBoard's innovative solutions amidst continued rapid growth and international expansion. She has led global thought leadership and strategic partnerships on inclusive culture, women's equality, and sustainable supply chains, growing brand reputation with the United Nations, the New York Stock Exchange, AAPI networks, and Cannes Lions. April has also been honored by CRN's "Women of the Channel" and as a "Top 100 Ethnic Minority Executive" by EmPower, presented by the Financial Times and Yahoo Finance.