Indiegogo Redesign: Before and After
Indiegogo came to us with the task of modernizing their existing brand identity and redesigning their website. They felt their “splash” logo was perhaps a little too “artsy” and lacked a certain level of modernity and meaning. They wanted their new identity to be simple, legible and commercial enough to stand on the same global stage as major tech companies and financial institutions while retaining their independent and creative spirit. Most importantly, it had to truly reflect their brand essence: inspire and empower passions worldwide.
We did extensive qualitative and quantitative research (a discovery phase) to see how their current brand was perceived in the marketplace. A few of the major takeaways were that their user base attributed black and a multi-colored palette to Indiegogo. There was also an overall confusion about what the “splash” actually was or represented. After a major design exploratory, Indiegogo fell in love with this direction.
The first thing we did was to simplify the name itself, unifying the two words into one, making it lowercase and giving it a friendlier, more approachable feeling. The mark is composed of overlapping, woven shapes that form a uniting group of hearts. The hearts reflect the passion behind people’s ideas and Indiegogo’s passion for crowdfunding. The woven shapes represent their diverse community where ideas come together, forming something that is much more than the sum of its parts.
Here are a few more color variations: full color, white or one color and grayscale.
The website design needed to feel cohesive with the new visual identity and needed to feature the campaigns in the best way possible. We worked with Indiegogo’s in-house development team and improved the architecture on the home page by adding a Featured Campaigns gallery and call-to-action buttons that invited users to Browse, Learn and Create. We continued the friendly and inviting vibe with rounded corner containers and web fonts, and created a rich feeling with use of subtle textures, drop shadows and gradients. The campaign imagery really pops off the page, and the green funding bars stand out amongst the other crowdfunding sites.
What do you think of the new design? Tell us below.