The rebrand touched almost everything a visitor sees. We started with the design system, so every module and page could follow from one source. New modules and interactions were designed for Freenow’s new personality, mobile first, because riders and drivers use the site on the go. To reach decisions quickly, we prototyped the design changes with AI. The FREENOW team saw the new brand on their own pages before production work began. Then we used AI Agents to quickly scale changes across the whole ecosystem.

free-now.com runs on a headless CMS across 20+ locales. Every page is built from modules, and every module is structured data. Over the years we’ve treated that data as a content lake: one source that code can read, change and write back at scale, with nobody clicking through hundreds of pages. That made the rebrand an engineering task where it could have been an editorial one. Bulk tools converted image-and-text slider cards into text-only cards across the site. The rule that held it together: code handles structure, AI handles language. tact. Scripts now find and extract the text, the model only rewrites that text, and scripts put it back.

FREENOW became Freenow, and uppercase headlines became sentence case. That meant more than 20,000 headlines across hundreds of pages in more than ten languages, maintained by over two dozen editors, each looking after one market. Each headline went to Anthropic’s Claude Haiku with the rules for its language: APA style for English, only the first word and proper nouns capitalised in Polish, and “Freenow” always written exactly as the brand writes it. We chose Haiku because the job needed a model that was fast and cheap.

The new brand went live in every market on the platform Freenow already had, with no relaunch and no content freeze. It’s our third year as Freenow’s platform team, and this is what that partnership is for: a big change, carried through calmly.