If you happen to’ve come throughout our social media channels or web site up to now month, then you could have seen one thing new. We’ve gone via a whole rebrand from our shade palette and fonts to our brand and graphic parts.
When an organization goes via a rebranding course of, it’s a metamorphosis of the company picture to distinguish itself from the opponents available in the market, typically from its personal previous. In our case, the target of the rebrand was to provide CleverTap a brand new lease of life in an ever-evolving world SaaS panorama. We needed one thing putting but simplistic, distinctive but relatable.
It wasn’t an in a single day resolution to half methods with the previous brand, particularly because it served us properly. Reasonably, it was a rigorously thought of course of by each the founders and our in-house advertising and marketing crew — one caused by the necessity to present how our model has matured past its humble beginnings.
“Rebranding is about extra than simply slapping up a brand new brand and calling it a day. It’s about serving to your organization, and your clients, make the change steadily and confidently to an organization that demonstrates the way it aligns with the exact same values it presents to its clients day by day. It’s about ensuring that delight, high quality, and satisfaction are greater than buzzwords. And it’s about honoring your dedication to the brand new model with out abandoning the previous.” – Neil Patel, Co-founder of NP Digital and Subscribers
The Course of: Ideate, Create, Iterate!
The design crew adopted a easy design considering mantra, ‘Ideate, Create, and Iterate.’ An in depth understanding of the briefing doc helped us analyze the core messaging and worth proposition in addition to the model positioning of our product. We developed preliminary ideas of wordmarks, pictorial marks… and even mascots!
After some inventive (and heated) brainstorming classes, the crew collectively selected the route of a mixture mark that entails a play of image and kind. A cohesive integration of the 2 helps ship an enduring impression, enabling the model to grow to be immediately recognizable.
We explored a variety of prospects for the brand new model id, together with a retention magnet, a loading image, a mouse click on/faucet motion, a rising solar, a lightning image, and extra.
In the end, the crew determined to give attention to the letter C, and the way it might incorporate each our meant messaging and our model id. In spite of everything, C is the primary letter of our model title, in addition to different phrases that seize our model character: change, problem, candid, inventive, and intelligent.
The Basis: Fortune Favors the Daring
“Fortune favors the daring” was the muse of the reimagined, renewed CleverTap. We needed to remodel the model into one which was prepared for world growth. This pushed us to develop a method and id design system that might seize the spirit of a daring, assured, and power-packed firm.
Which led to a query: what makes us completely different from our competitors?
The CleverTap Distinction: ARC Expertise
Whenever you come proper right down to it, what units us aside are the expertise that powers the platform and the folks which might be behind the corporate.
Our ARC expertise is designed particularly for fast-growing cellular manufacturers. It may well deal with something thrown at it and proceed to ship unbelievable efficiency, superb buyer experiences, and revolutionary focusing on capabilities. It was constructed from the bottom as much as work with probably the most progressive apps on this planet. Due to the enormous leap in its knowledge processing pace, each cellular app that makes use of ARC expertise is elevated into a very completely different class.
However how do you seize this concept in a rebrand?
You begin with the brand.
Designing the Image
We explored a mess of ‘C’ symbols and arrived at one which was versatile, memorable, and had the flexibleness to be scalable throughout model purposes.
The CleverTap Arc
We settled on an arc because the central design aspect as a result of the CleverTap Arc symbolizes the USP of the product — Automation, Retention, & Conversion. It’s the arc of each consumer motion.
An arc is a portion of the circumference of a circle: like our brand, and just like the letter C.
An arc is a path a person takes: like a buyer journey, and like our product delivers.
Paint the SaaS World Pink
Alongside the redesigned brand, we needed to resolve the model’s shade palette, which works past visible boundaries to outline the model character. Colours each strengthen and elevate the model’s positioning in addition to set up larger buyer recall.
And we selected a daring, fearless, and putting CleverTap Pink! It defines our ardour for excellence, pleasure for creating unforgettable buyer experiences, and confidence to develop via challenges.
Complementing the fiery crimson is the quiet sophistication of Wealthy Black Fogra together with the basic class of grey and white, enveloped by the optimistic heat of Canary Yellow.
Simply Your Typography
When used persistently, a model’s typography helps unify messaging and create model recall. Like CleverTap itself, our typography is exclusive, fashionable, and versatile. It was designed for max affect and straightforward readability throughout all purposes.
We went with Proxima Nova because the versatile physique copy typeface. And supplemented it with Gilroy because the extra impactful typeface for accents and headlines because it’s a contemporary sans serif with a geometrical contact.
Rework the Copy
We determined to maintain our content material enjoyable, partaking, and relatable. In spite of everything, despite the fact that we’re promoting software program as a service, we’re promoting it to folks. Individuals with targets, targets, deadlines, goals, wishes, and properly, hopefully a humorousness. It was of paramount significance that our target market not really feel alienated or disinterested.