Product Branding
Timeline
Oct-Nov 2023
my role
Product/Visual Designer
Overview
In today's fast-paced and digitally-driven world, data has become the lifeblood of businesses. Togethercrew started with a team of data/blockchain enthusiasts in the web3 space brainstorming on how to improve community health by giving community managers and leaders a tool to help monitor how their communities are doing. This case study covers the branding process on how I led the team in brainstorming the name to the actual brand identity.
Background
TogetherCrew formally known as community health is a data collection tool created by a team at RnDAO to enable web2/web3 communities to benchmark, track progress, take action effectively, and thrive.
Objectives
Here the key points that the team at TogetherCrew wanted me to address:
Brand naming
Establish Brand Differentiation
Reflect Brand Values and Culture
Adapt to Evolving Market Trends
Research
Here are some the activities I embarked on during the research phase:
Brainstorming workshop: After leading a 2 days workshop while working along side the marketing lead, we came up with the name TogetherCrew. We had a virtual workshop and I moderator. We had 6 participants during the workshop plus myself and the marketing lead. I combined two brainstorming approaches for this exercise and they are;
Mind mapping
SCAMPER (Substitute, Combine, Adapt, Modify/Magnify, Purpose, Eliminate/Minimise and Rearrange/Reverse)
Study trends: I researched on latest design trends in the web3 space on various sites like Dribbble, Behance, Snapshot and created a mood board using the right keywords to make sure everything aligns with our values and after that I shared the mood board design with the team for feedback.
Design Process
Here are some the activities I embarked on during the design phase:
Brand naming: I started the identity process with facilitating a brand name brainstorming workshop virtually where a total of 6 participates collaborated in Miro. After the second day we had the name TogetherCrew along side two other names we had to check for domain and social media availability. In the end we went with TogetherCrew because it revolved around what the team stands for and the service we want to provide to our audience.
Mood board: I facilitated a session with the team leads and we discussed about the vision. The insights I derived from the discussion drove my design direction on the experience we want our audience to have when they interact with the brand.
Sketching: I like to start out with a series of sketches on paper before proceeding Illustrator.
Presentation and revision: I presented about 15 set of logos to the team which was rejected and until I had a call with the data analyst on the team which gave me a better idea that led to the final mark. Below are some of the initial marks.
Branding naming workshop
Moodboard
Some rejected logos
Result and Impact
The feedback received from investors, especially Techstars Web3 mentors, was highly positive, showcasing the impressive impact of TC's unique positioning, strategy, and design thinking. Among thousands of applications, TC was selected as one of the 12 participants in the web3 tech stars program. Also, we were able to achieve the following:
Drove social media visibility by 50% surge which led to a 10% upsurge in traffic to the product landing page.
An impressive 2X increase in grants from $10k to $20k.
TC was became listed on DeepDAO as one of the data analytical tools.
It reflects the brand values and culture which has to do with human interaction and data analytics.
The identity system is in trend and would last for the next 5-10 years.
Some branding assets
Conclusion
In conclusion, the brand identity system developed for TogetherCrew was well-received by the entire team. While working on this project, I have learned valuable lessons that highlight the importance of strategic thinking, customer-centricity, consistency, adaptability, collaboration, and continuous improvement. Looking back, I am proud of the resilience I displayed when faced with challenges, and I am confident that these lessons will guide me in future branding endeavours. To view all my processes click the link below,
external links
Product Branding
Timeline
Oct-Nov 2023
my role
Product/Visual Designer
Overview
In today's fast-paced and digitally-driven world, data has become the lifeblood of businesses. Togethercrew started with a team of data/blockchain enthusiasts in the web3 space brainstorming on how to improve community health by giving community managers and leaders a tool to help monitor how their communities are doing. This case study covers the branding process on how I led the team in brainstorming the name to the actual brand identity.
Background
TogetherCrew formally known as community health is a data collection tool created by a team at RnDAO to enable web2/web3 communities to benchmark, track progress, take action effectively, and thrive.
Objectives
Here the key points that the team at TogetherCrew wanted me to address:
Brand naming
Establish Brand Differentiation
Reflect Brand Values and Culture
Adapt to Evolving Market Trends
Research
Here are some the activities I embarked on during the research phase:
Brainstorming workshop: After leading a 2 days workshop while working along side the marketing lead, we came up with the name TogetherCrew. We had a virtual workshop and I moderator. We had 6 participants during the workshop plus myself and the marketing lead. I combined two brainstorming approaches for this exercise and they are;
Mind mapping
SCAMPER (Substitute, Combine, Adapt, Modify/Magnify, Purpose, Eliminate/Minimise and Rearrange/Reverse)
Study trends: I researched on latest design trends in the web3 space on various sites like Dribbble, Behance, Snapshot and created a mood board using the right keywords to make sure everything aligns with our values and after that I shared the mood board design with the team for feedback.
Design Process
Here are some the activities I embarked on during the design phase:
Brand naming: I started the identity process with facilitating a brand name brainstorming workshop virtually where a total of 6 participates collaborated in Miro. After the second day we had the name TogetherCrew along side two other names we had to check for domain and social media availability. In the end we went with TogetherCrew because it revolved around what the team stands for and the service we want to provide to our audience.
Mood board: I facilitated a session with the team leads and we discussed about the vision. The insights I derived from the discussion drove my design direction on the experience we want our audience to have when they interact with the brand.
Sketching: I like to start out with a series of sketches on paper before proceeding Illustrator.
Presentation and revision: I presented about 15 set of logos to the team which was rejected and until I had a call with the data analyst on the team which gave me a better idea that led to the final mark. Below are some of the initial marks.
Branding naming workshop
Moodboard
Some rejected logos
Result and Impact
The feedback received from investors, especially Techstars Web3 mentors, was highly positive, showcasing the impressive impact of TC's unique positioning, strategy, and design thinking. Among thousands of applications, TC was selected as one of the 12 participants in the web3 tech stars program. Also, we were able to achieve the following:
Drove social media visibility by 50% surge which led to a 10% upsurge in traffic to the product landing page.
An impressive 2X increase in grants from $10k to $20k.
TC was became listed on DeepDAO as one of the data analytical tools.
It reflects the brand values and culture which has to do with human interaction and data analytics.
The identity system is in trend and would last for the next 5-10 years.
Some branding assets
Conclusion
In conclusion, the brand identity system developed for TogetherCrew was well-received by the entire team. While working on this project, I have learned valuable lessons that highlight the importance of strategic thinking, customer-centricity, consistency, adaptability, collaboration, and continuous improvement. Looking back, I am proud of the resilience I displayed when faced with challenges, and I am confident that these lessons will guide me in future branding endeavours. To view all my processes click the link below,