Traackr ブランドアイデンティティのリデザイン by Felice Della Gatta is a highly esteemed winner of the very prestigious 2021 A' Design Award 銅賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.
銅グラフィック· 2021
Traackr ブランドアイデンティティのリデザイン
Client: Traackr, Inc.
A' Design Award 銅賞 Winner in グラフィック Category
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Verified Award Winner
Verify Award Status for #119075The Design
About Traackr ブランドアイデンティティのリデザイン
Traackrは、インフルエンサーマーケティング向けソフトウェアプラットフォームのブランドアイデンティティ・リデザインである。柔らかなシェイプ、力強く可読性の高いタイポグラフィ、鮮やかなカラーパレットを組み合わせ、人々、コミュニティ、影響力、そしてデータを表現している。4つの基本色を用い、それぞれの色をビジネス、人、テクノロジー、情熱というテーマに結び付けた。1色を主役として用いることで多彩な構成が生まれる一方、ブランドとしての識別性は保たれる。制作物には、新しいロゴ、ブランドスタイルガイド、印刷物およびデジタル媒体、ウェブサイトのリデザインが含まれる。
The Recognition
About the A' Design Award 銅賞
Traackr ブランドアイデンティティのリデザインは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Traackr ブランドアイデンティティのリデザインは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Traackr ブランドアイデンティティのリデザインは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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. - Dimensions & Packaging
- 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
- Production 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. - Design 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. - Research
- 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. - 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. - Project Duration
- 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.
- Operation Flow
- 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. - Team Members
- Webflow designer & developer: Dmitrii Tregubov
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