Traackr Thiết Kế Lại Bộ Nhận Diện Thương Hiệu by Felice Della Gatta

Traackr Thiết Kế Lại Bộ Nhận Diện Thương Hiệu by Felice Della Gatta is a highly esteemed winner of the very prestigious 2021 A' Design Award Đồng in Thiết kế Đồ họa, Minh họa và Truyền thông Thị giác Competition Category.

ĐồngĐồ họa· 2021

Traackr Thiết Kế Lại Bộ Nhận Diện Thương Hiệu

by Felice Della Gatta

Client: Traackr, Inc.

A' Design Award Đồng Winner in Đồ họa Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Traackr Thiết Kế Lại Bộ Nhận Diện Thương Hiệu

Traackr là một dự án thiết kế lại bộ nhận diện thương hiệu cho nền tảng phần mềm marketing influencer. Bộ nhận diện kết hợp các hình khối mềm mại, phông chữ đậm và dễ tiếp cận, cùng bảng màu sống động để đại diện cho con người, cộng đồng, sự ảnh hưởng và dữ liệu. Bốn màu chủ đạo được sử dụng, mỗi màu gắn liền với một chủ đề: kinh doanh, con người, công nghệ và đam mê. Việc sử dụng một màu làm màu chủ đạo tạo ra các bố cục đa dạng trong khi thương hiệu vẫn giữ được tính nhận diện. Dự án bao gồm logo mới, hướng dẫn phong cách thương hiệu, các tài liệu in ấn và số, cùng với việc thiết kế lại website.

The Recognition

About the A' Design Award Đồng

Traackr Thiết Kế Lại Bộ Nhận Diện Thương Hiệu là người chiến thắng giải thưởng A' Design Award Đồng, một sự công nhận vô cùng danh giá dành cho các thiết kế xuất sắc nổi bật về sự sáng tạo, tài khéo léo và sự sắc sảo. Những người chiến thắng giải Đồng là những hiện vật rất điêu luyện và sáng tạo ấn tượng, xác thực kinh nghiệm phong phú, trí tưởng tượng và sự tháo vát của các nhà thiết kế. Traackr Thiết Kế Lại Bộ Nhận Diện Thương Hiệu được kỳ vọng là một vật phẩm được đánh giá cao, ngưỡng mộ và trân trọng, chuyên nghiệp và đổi mới đáng chú ý. Thiết kế chiến thắng giải thưởng A' Design Award Đồng này tích hợp các thực hành tốt nhất trong nghệ thuật, khoa học, thiết kế và công nghệ, và xuất sắc nhờ sự chú ý đến chi tiết. Traackr Thiết Kế Lại Bộ Nhận Diện Thương Hiệu thỏa mãn nhu cầu một cách tuyệt vời, chạm đến ham muốn, làm say mê cảm xúc và thu hút sự tò mò.

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