How do we create a brand that's as revolutionary as the crowdfunding movement?
Indiegogo, one of world’s largest crowdfunding platforms, tapped my team for the strategy and execution of their rebrand. Strategically, Indiegogo is the most open and customer-focused crowdfunding platform. We embraced this core truth and designed a flexible identity system to foreground these customer successes. At the end of the day, a crowdfunding platform is only as good as the success it creates. Indiegogo campaigners have created award winning documentary films, brought relief to refugee camps, put students through college, sent bands on global tours and helped inventors bring their ideas to market.
We took the traditional tools of a brand identity — the logo, business cards, even stationery — and rewrote the brief to be less about Indiegogo’s story and more about telling the campaigner’s story. And we tell that story on every business card and within every digital logo rendering. The website logo changes with every visit and features a different project image each time.
The core of the identity — the Indiegogo frame logo — actually breaks the traditional rules of logo design in that its color palette is as flexible as the campaigns it highlights.
Strategically, Indiegogo at the time had an identity that looked similar in some ways to their main competitor – Kickstarter. Yet from a brand positioning standpoint, the two products could not be more different.
Our responsibility was to make sure the brand expressed the differences in a way that was new, powerful, and clear.
The core of the identity — the Indiegogo frame logo — actually breaks the traditional rules of logo design in the way the color palette is as flexible as the campaigns being highlighted.
We redesigned the business cards as pocket-sized case studies for successful campaigns, which when flipped over have employee contact information on them. Every new employee gets a stack – crowdfunding trading cards.
Slava Rubin, CEO Indiegogo
The new identity is active, embracing a world that is always changing, embodied in the way the type reacts to the local color in the photo.
Roles Included : Team Leadership, Creative Direction, UX Design Leadership, Strategy, Copy Writing