Quantum Mob Rebrand
January 2020 - July 2020
My Role
Product Designer - Interaction Design, Visual Design, Userflows, Workshop Facilitation
The Team
Eric Kim - Co-Founder
Erich Reich - Co-Founder & CTO
Keats Jabri-Pickett - Marketing Manager
Britton Russell - Tech Sales
Sushil Taylor - Developer
Project Overview
The team at Quantum Mob had underwent and developed a complete refresh of their brand that would allow them to have more established goals that can satisfy the needs of their target audiences as a relatively new startup in the Toronto tech scene. The result: a complete overhaul of the previous brand that features a new look for the website, new marketing initiatives, and a new tone that resonates with the company's audiences.
context
A complete refresh of an existing brand.
What was the challenge?
At Quantum Mob the main challenge that we faced was how can we develop a consistent brand message across many different mediums.
To start things off, I facilitated a branding workshop with our internal stakeholders (CEOs, Marketing Specialists, Sales, etc) so that we could generate ideas on what we want the Quantum Mob brand to be and where it should head in the future.
the challenge
How can we improve Quantum Mob as a new startup with a unique voice and appeal?
The primary issues with the current brand
1. Lack of future vision
There was no clear demographic on who Quantum Mob wanted to cater their services to.
2. No consistent brand identity
Across various online mediums (website, social media, email, etc) there lacked a consistent brand identity that would help others know what Quantum Mob is about as a software company.
Kickoff engagement
Setting up the foundations.
Initial branding exercises
To start off this internal engagement, I invited our stakeholders to a couple brainstorming sessions. The purpose of these sessions was to bring everyone into the same environment so that when working together, it can enable us to make a cohesive brand experience. Taking some inspiration from design sprints, I wanted to run everyone through a few exercises to help them see the bigger picture when it comes to looking at Quantum Mob from the outside-in and vice versa.
The first branding exercise I had everyone participate involved ideating different attributes that best represented the company. The purpose of the exercise was to have the participants identify what they thought about Quantum Mob under different categories. For example, "What impact do we have on others?" a lot of responses from that category stated that we were: reliable, able to set up for success, and modernize solutions.
Affinity map of the responses
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On to the next steps
Once everyone had listed their attributes in each category, I had them select their top 3. The key takeaways from this exercise were that many had chosen the keywords "diverse, collaborative, open/transparent, forward thinking, and solution oriented". Keeping those words in mind would later come in handy when developing the visual identity.
The next exercise I had the team do was list out some current strengths and weaknesses that they have noticed as a company.
Company's current strengths and weaknesses
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identifying customers
Deciding on who we're designing for
Workshop findings
During this exercise, I had the participants identify who is our desired target audiences were and what might be some of their motives/objectives and what kind of services could we provide them.
Doing this exercise had helped me solidify the best way we can structure the site to suite their objectives, and how our solutions can help them.
Client Persona
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Company Partner Persona
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Prospective Employee Persona
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workshop findings
Let's talk about the results
insight
With the target audiences identified, this would allow us to develop a better UX for the site that would cater to the needs of those users.
Going forward with the next steps
New clientele focus
We had chosen to focus on prospective clients (M-L business), partnerships, and prospective employees.
New branding initiatives
We wanted our 'voice' to highlight some of the advantages of working with/for Quantum Mob such as a focus on trust & transparency, modernizing existing solutions, and
Information architecture
Deciding on who we're designing for
Exposing the skeleton
For the site redesign, the team had wanted to focus on improving the flow of the site so that it can support new features such as internal blog support, podcast listening. I had worked on the information architecture of the new site with these new functionalities in mind.
Site architecture
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design work
Unmistakeably Quantum Mob
Building out the future.
The design library I developed was primarily focused on improving the accessibility, look & feel, and ease of use of the website. I broke the library down into various small components (buttons, input fields, etc) which together would form bigger components such as nav-bars, combination headings, etc.
Webpage layout margins
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Website font sizes
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Website & brand colours
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Button stylings
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Card stylings
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design work
Unmistakeably Quantum Mob
Company projects
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Case study designs
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Mobile screens
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Mixed devices
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conclusion
Now that it's all said and "done"
My first ever solo facilitation workshop
When I joined the team at Quantum Mob as a solo designer, I had the chance to really learn and hone my skills as a Product Designer.
What I learned from this project
Cross-Functional Workshop Facilitation
Performing a partially site-wide audit takes a great deal of organization and coordination with other members of the team.
Creating a Dev Ready Design Library
Creating and managing my first design library within Figma and collaborating with our devs to make code-ready assets proved to be a very valuable skill for future projects.