Traackr Brand Identity Redesign by Felice Della Gatta

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DESIGN DETAILS
DESIGN NAME:
Traackr

PRIMARY FUNCTION:
Brand Identity Redesign

INSPIRATION:
What sets Traackr apart from the competition is the breadth and depth of the product’s global data, a seamless user experience, and its incredible customer success program. In our quest to create a platform that encompasses the many facets that make Traackr so successful, we landed on a new identity that represents people, communities, influence, and data by combining soft shapes, bold yet accessible typography, and an eclectic and vibrant color palette.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Traackr is the system of record for data-driven influencer marketing, powering the largest influencer marketing programs in the world. The product is recognized as the industry-leading influencer marketing platform, but its identity was fragmented and failed to communicate the brand’s personality and impact on the world’s most loved brands. Traackr needed a new identity that was sophisticated and contemporary, simple and flexible enough to be leveraged by its global team. The identity redesign project was conducted in close collaboration with Traackr's head of marketing and head product. It entailed a general overhaul of the company's brand strategy, the identity redesign itself including a new logo, color palette, brand style guide, various print and digital collaterals, and the traackr.com website redesign.

OPERATION / FLOW / INTERACTION:
Traackr's new identity was designed to represent the multifaceted brand personality and as a flexible tool to support the themes within the area of interest of the brand. Traackr's primary color palette is composed of 4 colors chosen for their characteristic associations to represent specific themes: 1. Violent violet represents business because it feels savvy, forthright, and confident. 2. Romantic Pink represents people because it feels personable, collaborative, and curious. 3. Water Leaf Represents technology because it feels insightful, smart, and strategic. 4. Sunset orange represents passion because it feels empowering, exciting, and vibrant. By using any one of the aforementioned colors as dominant in a given composition Traackr is able to create very different experiences for the viewer while staying recognizable across applications.

PROJECT DURATION AND LOCATION:
The project started in January 2019 and was completed with the release of the new website in May 2019. The team that helped make it a reality, including the internal stakeholders, was distributed across 4 countries from San Francisco to Ho Chi Minh city.

FITS BEST INTO CATEGORY:
Graphics, Illustration and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Traackr's identity redesign process was conducted in 3 main phases: 1.Discovery, 2.Research and visual direction explorations, 3.Identity redesign. 1.Discovery: A live workshop aimed at gathering fundamental information about the client's brand, such as competitive landscape, target market, brand personality, and value proposition. The workshop was conducted online using live collaboration tools such as google docs, google slides, and Mural. 2.Research and visual direction: The research phase is designed to challenge and consolidate the discovery workshop findings. At the end of the research phase, a few moodboards were created to present viable visual directions to the internal stakeholders. Moodboards were then refined according to feedback until one visual direction was unanimously selected. 3. Identity redesign: The actual identity redesign consisting of the logo redesign, definition of the color palette, creation of the style guide, design of the various digital and print collaterals, and the website redesign. The creation of most of the final visual assets, including templates, digital and print-ready assets, was conducted using Adobe Creative Cloud software, particularly Adobe Illustrator, InDesign, and Photoshop. The new traackr.com website was designed in Figma and is powered by Webflow.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The identity redesign has applications across various digital and print formats: from standard 85mm*55mm business cards to 180cm tall rollup banners and large-format window decals, to a responsive, mobile-first web experience, social media branding, and display advertising assets.

TAGS:
influencer marketing, marketing, brand identity, branding, logo, SAAS, Social media

RESEARCH ABSTRACT:
The project's research was focused on defining a brand personality that was functional to the internal leadership vision and business objectives, defining a comprehensive set of customer personas, analyzing the brand's competitive landscape, and defining a clear visual direction for the redesign. A series of live workshop exercises were conducted initially to gather information from the internal stakeholders. The subsequent analysis of secondary data, mostly from online sources, allowed us to challenge and consolidate the workshop findings, and focus efforts and resources during the design phase.

CHALLENGE:
The major challenge was to create a new brand experience that would harmonize with the industry-leading product that Traackr's clients were familiar with. We studied the product, worked closely with the internal stakeholders, and dared to create an identity that works as an exciting pathway to the product experience.

ADDED DATE:
2021-02-18 19:52:31

TEAM MEMBERS (1) :
Webflow designer & developer: Dmitrii Tregubov

IMAGE CREDITS:
Felice Della Gatta, 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Traackr, Inc.

PROFILE:
Traackr is the data-driven influencer marketing platform, providing the intelligence and tools needed to run impactful influencer marketing programs. The platform enables marketers to optimize investments, streamline campaigns, and scale global programs. Traackr powers the most advanced influencer marketing programs in the world for brands including L'Oréal, Shiseido, Revlon, Samsung, Coach, and Wella. Traackr has offices in San Francisco, New York, Boston, London, and Paris.

NOMINATION DETAILS

Traackr Brand Identity Redesign by Felice Della Gatta is a Nominee in Graphics, Illustration and Visual Communication Design Category.

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AWARD DETAILS

Traackr Brand Identity Redesign by Felice Della Gatta is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.



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