Bringing people together
Gatheround is a company founded by community-builders working to help remote teams feel the same sense of connection and fun that they typically only feel in-person.
The team had built a well-loved product, but their name (“Icebreaker”) and uninspired visual identity were holding them back.
My goal was to help them align their public-facing identity with how they thought of themselves: vibrant, approachable, and fun!
The Old Identity
Brand Rename
I led a process to develop dozens of potential names that could convey the broad mission of the company better than “Icebreaker.”
The winning name was suggested by Perry, the CEO. But the other team members didn’t love it until I developed a strong pitch to sell it internally.
In addition to the obvious nod to Bob Dylan’s iconic song lyrics, the new name also described the unique flow of the product: first you gather, then you break out into rounds. This became a core metaphor for both the verbal and visual identity.
Icebreaker
Gatheround
Identity System
I worked to help the team define their Vision and Mission, as well the brand’s personality: Inspiring, Welcoming, Whimsical, and Thoughtful.
I then partnered with Duy Dao to create an identity system that evoked all of these traits.
At the core of the system is a set of shapes, which gatheround to form the logo mark. These shapes are also used to build a fun and flexible illustration system: gathering together to form little characters, who themselves gather to form larger groups.
Website
The new identity came to life in the new website, with a fun homepage animation crafted with Hieu Vu.
♥
"It's been such a pleasure working with you! I'm so happy with our new brand—your badass team of designers did such amazing work."
BRENNA MARKETELLO
LEAD DESIGNER, GATHEROUND