GoodUnited

GoodUnited wasn't standing out amongst their competition. Their branding was dated, boring and unmemorable. The website was not driving qualified leads, and wasn't clearly communicated what the product was. They needed a overall rebrand, new website build, and a marketing strategy to build brand awareness.

I tested the old branding on unbiased individuals to get their input on what they thought this brand was. Then I showed them the previous website and asked them to tell me what they thought GoodUnited did. Not a single one of my 25 test participants could correctly answer either of the questions. I then showed the participants the logo mark a week later, and non of them could remember the brand name.

I started by doing a persona audit so we knew our exact target audience. From there I started sketching logo ideas that reflected the product and showed them to both biased and unbiased individuals to see which ones resonated with them. After the logo was refined and complete, I created a color palette that evoked emotion and resembled innovation and growth through the use of greens and bright colors. After the branding was complete I went on to do a site audit and site map, followed by wire frames, mockups and finally site development.

We now have a timeless brand that reflects the brands mission and product. The product is social media messenger journey for nonprofits to build 1:1 relationships with their donors and supporters. The logo mark is inspired by a message bubble within a chat, directly correlating to the product itself. For the website I intentionally showcased more product images and worked with my team to condense the copy to be as direct as possible to reduce any confusion among new and existing users.