Traackr Ath-dhealbhadh Ionannachd Branda le Felice Della Gatta

Tha Traackr Ath-dhealbhadh Ionannachd Branda le Felice Della Gatta na bhuannaiche air leth urramach anns an fharpais chliùitich 2021 Duais Umha A' Design Award ann an Roinn Farpais Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach.

UmhaGrafaig· 2021

Traackr Ath-dhealbhadh Ionannachd Branda

le Felice Della Gatta

Neach-ceannach: Traackr, Inc.

Buannaiche Duais Umha A' Design Award ann an Roinn Grafaig

9,191

Buannaiche Duais Dearbhaichte

Dearbhaich Inbhe na Duaise airson #119075

Seall aig A' Design Award Brath Naidheachd Suaicheantas Duaise

Dathan

An Dealbhadh

Mu dheidhinn Traackr Ath-dhealbhadh Ionannachd Branda

Is e ath-dhealbhadh ionannachd branda a th' ann an Traackr do àrd-ùrlar bathar-bog margaidheachd luchd-buadhaidh. Tha an ionannachd a' cothlamadh chumaidhean bog, clò-sgrìobhadh dàna agus so-ruigsinneach, agus pailead dhathan beòthail gus daoine, coimhearsnachdan, buaidh, agus dàta a riochdachadh. Thathas a' cleachdadh ceithir prìomh dhathan, agus tha gach dath ceangailte ri cuspair: gnìomhachas, daoine, teicneòlas, agus dìoghras. Le bhith a' cleachdadh aon dath mar am fear as follaisiche, cruthaichear grunn dhealbhadhan eadar-mheasgte fhad 's a dh'fhanas am branda so-aithnichte. Tha an obair a' gabhail a-steach suaicheantas ùr, stiùireadh stoidhle branda, stuthan clò-bhuailte is didseatach, agus ath-dhealbhadh làrach-lìn.

An Aithneachadh

Mu dheidhinn Duais Umha A' Design Award

Tha Traackr Ath-dhealbhadh Ionannachd Branda air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Traackr Ath-dhealbhadh Ionannachd Branda na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Traackr Ath-dhealbhadh Ionannachd Branda a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Air Cùl an Dealbhaidh

Pasgan Naidheachd

Creideasan, buill sgioba agus fiosrachadh teicnigeach a chuir an dealbhaiche ri chèile.

Feartan Sònraichte: 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.
Tomhasan & Pacadh: 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.
Tagaichean: influencer marketing, marketing, brand identity, branding, logo, SAAS, Social media
Teicneòlas Cinneasachaidh: 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.
Dùbhlan Dealbhaidh: 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.
Rannsachadh: 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.
Brosnachadh: 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.
Faid a' Phròiseict: 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.
Sruth Obrachaidh: 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.
Buill na Sgioba: Webflow designer & developer: Dmitrii Tregubov