About
Goalplan is a Swedish company that offers a tool developed to digitize sales management.
It supports customers by dealing with three major challenges: How to track, manage and enable performance.
It supports customers by dealing with three major challenges: How to track, manage and enable performance.
Design Challenge
GoalPlan is renowned for the quality, trustworthiness, and reliability of its products. Consequently, the company decided to pursue a new visual identity that could more effectively communicate their true values and way of working.
Meanwhile, establishing effective communication proved to be a challenge when working with the client's tight schedule
Project Type
Branding & UX/UI
Timeline
2021
Target User
Europe - B2B
My Role
Research, Strategy, User Experience, Graphic Designer.
End result mockup
End result animation.
The project's focus was to bring a new and fresh look to a startup that is expanding its business across the world.
Client`s Feedback
“Overall we were very impressed with the final delivery. Above expectations, and sometimes even better than similar assignments delivered by both freelancers and agencies.
The final delivery also included things that we did not expect, with logo patterns, suggested design of the website, narrative and a new logo as well.”
The final delivery also included things that we did not expect, with logo patterns, suggested design of the website, narrative and a new logo as well.”
Process Overview
1. Emphasizing:
After assessing the brand's current situation, we found the need to redefine its identity. To tackle the main issue, we revisited the brand's vision, mission, and core values. Our goal was to define new horizons and create a growth strategy.
2. Research Phase:
Our primary aim was to understand the market and competitors deeply. This step was crucial for evaluating gaps, assessing strengths and weaknesses, and developing a strategy to showcase the uniqueness of GoalPlan's solution. We also gathered input from GoalPlan's employees through surveys and interviews to understand their culture and align it with the new vision.
3. Art Direction:
Through guided workshops, we defined an art direction that effectively conveyed the brand's identity. Close collaboration with our client ensured openness to new ideas and willingness to participate in the creative process.
4. Delivering:
In the final step, we created a comprehensive guide for our client, covering the brand's identity and how to use it. This package included rules for visual identity usage, preferred terminology, color schemes, patterns, and logo guidelines, making it a valuable resource for the client's future endeavors.
Research Findings
Strategy
Goalplan showcase their products with a wide rage of colors, since each company that uses its services can personalise the digital platform and utilize their own.
“A support to other companies” in a nutshell.
Our Strategy Metaphorically: A Chameleon Brand, where the digital platforms assume colors from client’s brands. The primary colors were selected to give life to the brand`s identity.
“A support to other companies” in a nutshell.
Our Strategy Metaphorically: A Chameleon Brand, where the digital platforms assume colors from client’s brands. The primary colors were selected to give life to the brand`s identity.
New Logo
The logo was created based on a simple circle to support the planned strategy. The main objective was to create a symbol that could be easily recognized, even on a small scale, while sustaining its meaning.
Website Visualization
Goalplan after our project
