Visual Rebrand Initiative for a Messaging App
Below is a modified rendering of the review: private info excluded, innate facts kept.
Introductory information
A few words almost your organisation and individualal responsibilities
I am co-founder and Chief Design Officer of Coast App, a messaging app with tools for SMB directors and staff on the go. Our fruit is used by thousands of businesses athwart United States and Canada to run their daily operations. I superintend all brand, fruit UI/UX, marketing, and collective media.
Desired goal
What issue was the provider supposed to deal with?
Emotive Brand?We needed Emotive Brand to help us form a logo and visual oneness to go with our new name Coast, that would be applied to our mobile app, desktop app, and website.
Our team has a good knowledge of the client and had educeed a powerful Brand strategy but needed the expertise and creative force of a team like Emotive Brand to construe this strategy into a visual speech.
What were your objectives for this project?
We used this as an occasion to come out of stealth mode (where we',d been educeing the fruit for a year with beta-users) and do a soft-propel announcing our new name and brand to the open. We forestall a real effect not only on our running users but to help with attracting new candidates to the team and educe unions to help grow our client base in the forthcoming.
Provided solution
What were the reasons for choosing Emotive Brand?
I got some commendations from companion designers who are brand and marketing experts. We are a little organisation so we needed to find the right sized creative agency to work with.
Our team attended almost 11 different companies, browsing their websites, looking at their portfolios and trying to apprehend their access. I reached out to 8 and talked 6 different companies. We needed an agency that would be able to work straightly with us to educe a beautiful clean oneness that could accost to demographics of many ages.
Emotive Brand has a centre on B2B, had worked with other technology companies coming out of stealth mode, had the experience to lead us through the process, but wasn',t so big that we felt we would be sidelined for other bigger clients. With timeline and budge aligned, we knew that we would be working with their A-team, and that strategically this would be a longer term union for us to last to educe as we grow.
Please give as much detail as practicable because the work done
The process began with a kick off meeting at their service with us going over our brand strategy with them, the inner work and user investigation we had conducted, landscape investigation, and the vision we had for the brand. Our CEO also did a demo of the fruit to help the team apprehend our fruit and how it functions.
We worked unitedly to iterate through a creative brief to concisely articulate the goals, timeline and budget for the project. Emotive Brand',s deliverables were Logo Assets, a visual oneness (logo, typography, hue palette, visual speech, and motion), a digital marketing experience (website homepage prototype), digital fruit experience (app screen prototype).
I compiled and presented our Brand Strategy, handed-off existing app screen files, gave a general homepage delineation with copy, attended all EB presentations, gathered feedback from our team and compiled it into feedback documents for the Emotive Team.
Were there any dedicated directors or teams that you worked with?
I had direct converses withe Tracy and Bella, the founding partners of the organisation. The Creative Director, Thomas was leading this project and we worked with him on many things. He was supported by 1 design ruler, 2 senior designers, 2 strategists, 1 designer, and 1 project director.
So approximately 8 nation were working on the project at different stages. Additionally, high-level converses happened with the two partners. There may have been more that were implicated but I didn',t meet them.
Results accomplishd
What results did you accomplish unitedly with Emotive Brand?
The overarching goal of the revamp was to foster ",fruit love", in our existing users. It is quiet soon days since the roll out was only a couple weeks ago but initial feedback is real.
Our new logo and visual oneness have been accepted high praise from our existing users, with real comments pouring in through support channels and in individual/phone converses. These are clients that used the fruit but did not love the fruit. Now their teams are excited to use the app and are arrogant to show and commend the fruit to others, and they are using ",Coast", as a verb (",Coast me",).
The subordinate goals of the website propel and new logo were to help with hiring, unions and investors. We have seen a direct increase in inbound interest in join the team (no little feat when it comes hiring engineers in a very competitive market), and inbound investor interest (not to mention our running investors a very lucky).
The real test will be when we set charging for the fruit, and set centreing on growth, but initial readings are real.
How do you rate the interaction and interaction with Emotive Brand?
We used our own messaging fruit ",Coast", to adjoin almost the project which was helpful in that they got to see the fruit in action, and we just ponder it',s a better way to adjoin. We were pleased that they were so prompt to jump into a new workflow with us.
Scheduling was very well organized, Shannon, the project director was veritably good managing expectations, getting the right nation in the room, and making seeone',s busy schedules work unitedly. We used google calendar and google docs for scheduling and feedback.
There was a veritably real response to how we gave feedback. I took terminal care in making sure our feedback was constructive and direct, gathering unitedly thoughts from many limbs of our team and other design experts. We had a clear vision and as a designer myself I know that unclear, indirect feedback can delay the process, cause confusion and form uncalled work.
The EB team was then able to take that feedback and run with it, clsoon processing it themselves and then coming back with work that got closer and closer to our vision with see repetition.
What precisely do you attend to be the key specialty of Emotive Brand?
I was most impressed by the condition of work that came out of this team. They leadd us through a creative process that allowed us to have reactions to a difference of directions, which spurred converse and real strategic pondering.
They pushed us over our comfort zone to ponder over the limited ideas we had precedently we worked with them. They painted a vision that spanned many years into the forthcoming, that showed how our brand could last to grow and evolve while maintaining an graceful artlessness indicative of globe class design.
They were not fearful to work through the nitty gritty details of what we verity needed right now, all the way through the grandiose architecting of what we could be 10 years from now. They executed this on a firm timeline and I was very impressed with what they were able to exhibit within that timespan.
Every one limb of this talented team was open, articulate and warm. I could not have asked for a better experience.
What should be done better, if there are any desired improvements?
Not that I can ponder of. There was a point where we had to get realigned on deliverables (easily resolved through a one converse) and in the end we were very lucky with the results. Our team had such a real experience working with Emotive Brand and we look advanced to working unitedly on projects in the forthcoming.
