Traackr Hoʻolālā Hou ʻana i ka ʻIkepili Hōʻailona na Felice Della Gatta

ʻO Traackr Hoʻolālā Hou ʻana i ka ʻIkepili Hōʻailona na Felice Della Gatta he mea lanakila hanohano loa o ka 2021 A' Design Award Keleawe ma ka Māhele Hoʻokūkū Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke.

KeleaweKiʻi· 2021

Traackr Hoʻolālā Hou ʻana i ka ʻIkepili Hōʻailona

na Felice Della Gatta

Mea Kūʻai: Traackr, Inc.

Mea Lanakila A' Design Award Keleawe ma ka Māhele Kiʻi

9,191

Mea Lanakila i Hōʻoia ʻIa

Hōʻoia i ke Kūlana Makana no #119075

Nānā ma A' Design Award Hoʻolaha Nūhou Hōʻailona Makana

Nā Waihoʻoluʻu

Ka Hoʻolālā

E Pili Ana iā Traackr Hoʻolālā Hou ʻana i ka ʻIkepili Hōʻailona

ʻO Traackr kahi hoʻolālā hou ʻana i ka ʻikepili hōʻailona no kahi paepae polokalamu kālepa mea hoʻoikaika. Hoʻohui ka ʻikepili i nā ʻano palupalu, ka paʻi kikokikona wiwo ʻole a hiki ke komo, a me kahi pae kala ola e hōʻike ai i nā kānaka, nā kaiāulu, ka mana hoʻoikaika, a me ka ʻikepili. Hoʻohana ʻia ʻehā mau kala mua, a hoʻopili ʻia kēlā me kēia kala i kahi kumuhana: ʻoihana, kānaka, ʻenehana, a me ke aloha nui. ʻO ka hoʻohana ʻana i hoʻokahi kala ma ke ʻano nui ke kūkulu ʻia nā hoʻonohonoho like ʻole ʻoiai e ʻike mau ʻia ka waihoʻoluʻu. Aia i loko o kēia hana kahi hōʻailona hou, kahi alakaʻi ʻano waihoʻoluʻu, nā mea paʻi a me nā mea kikohoʻe, a me kahi hoʻolālā hou ʻana i ka pūnaewele.

Ka Hoʻomaikai

E Pili Ana i ka A' Design Award Keleawe

Ua lanakila ka hoʻolālā Traackr Hoʻolālā Hou ʻana i ka ʻIkepili Hōʻailona i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Traackr Hoʻolālā Hou ʻana i ka ʻIkepili Hōʻailona he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Traackr Hoʻolālā Hou ʻana i ka ʻIkepili Hōʻailona i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Ma Hope o ka Hoʻolālā

ʻEke Nūhou

Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.

Nā ʻAno Kūʻokoʻa: 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.
Nā Ana a me ka Hoʻopili: 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.
Nā Lepili: influencer marketing, marketing, brand identity, branding, logo, SAAS, Social media
ʻEnehana Hana: 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.
Pilikia Hoʻolālā: 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.
Noiʻi: 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.
Hoʻoulu Manaʻo: 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.
Ka Lōʻihi o ka Papahana: 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.
Kaʻina Hana: 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.
Nā Lālā Hui: Webflow designer & developer: Dmitrii Tregubov