Traackr Ukuphindwa Kwakhiwa Kobunikazi Bomkhiqizo ngu-Felice Della Gatta

Umdwebo Traackr Ukuphindwa Kwakhiwa Kobunikazi Bomkhiqizo ngu-Felice Della Gatta ungumnqobi ohlonishwa kakhulu womklomelo odumile we-2021 Umklomelo Webhulonzi we-A' Design Award Esigabeni Somncintiswano se-Igrafikhi.

IbhulonziIgrafikhi· 2021

Traackr Ukuphindwa Kwakhiwa Kobunikazi Bomkhiqizo

ngu Felice Della Gatta

Iklayenti: Traackr, Inc.

Umnqobi we-Umklomelo Webhulonzi we-A' Design Award Esigabeni se-Igrafikhi

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Umnqobi Womklomelo Oqinisekisiwe

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Buka ku-A' Design Award Isitatimende Sabezindaba Ibheji Yomklomelo

Imibala

Ukuklama

Mayelana ne-Traackr Ukuphindwa Kwakhiwa Kobunikazi Bomkhiqizo

Traackr uwuguqulo lobunikazi bomkhiqizo lwenkundla yesofthiwe yokumaketha ngabantu abanethonya (influencer marketing). Lobu bunikazi buhlanganisa izimo ezithambile, ubhalo obuqinile futhi olufinyeleleka kalula, kanye nombalo omhlophe ovutha ushukela ukuze kumelele abantu, imiphakathi, ithonya, kanye nedatha. Kusetshenziswa imibala emine eyinhloko, futhi ngamunye wemibala uhlobene nesihloko esithile: ibhizinisi, abantu, ubuchwepheshe, kanye nothando. Ukusetshenziswa kombala owodwa njengobalulekile kudala izakhiwo ezihlukahlukene kuyilapho umkhiqizo usala ubonakala ngokusobala. Umsebenzi ufaka phakathi uphawu olusha (logo), umhlahlandlela wesitayela sohlobo lomkhiqizo, izinsizakusebenza zokuphrinta nezedijithali, kanye nokuguqulwa kabusha kwewebhusayithi.

Ukuqashelwa

Mayelana ne-Umklomelo Webhulonzi we-A' Design Award

Traackr Ukuphindwa Kwakhiwa Kobunikazi Bomkhiqizo iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Traackr Ukuphindwa Kwakhiwa Kobunikazi Bomkhiqizo ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Traackr Ukuphindwa Kwakhiwa Kobunikazi Bomkhiqizo iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

Ngemuva Kokuklama

Iphakheji Yabezindaba

Ama-credit, amalungu eqembu nemininingwane yobuchwepheshe ehlinzekwe ngumklami.

Izici Ezihlukile: 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.
Izilinganiso Nokupakisha: 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.
Amathegi: influencer marketing, marketing, brand identity, branding, logo, SAAS, Social media
Ubuchwepheshe Bokukhiqiza: 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.
Inselele Yokudweba: 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.
Ucwaningo: 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.
Ugqozi: 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.
Ubude Bephrojekthi: 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.
Ukuhamba Kokusebenza: 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.
Amalungu Eqembu: Webflow designer & developer: Dmitrii Tregubov