Mattermost Rebrand
Mattermost is an open source chat platform. The product was expanding to include more developer-centric features, so I used the opportunity to re-evaluate our brand strategy and ultimately launched a rebrand. The project included new brand guidelines, a new website, and all marketing materials.
Improved Metrics
2x ad click-through rates (0.8%)
Traffic to lead conversion rates (2.6%)
Email click rates (5%)
Archetype: The Citizen
To kick off the project, I went through a brand archetyping exercise with Mattermost leadership. Using this methodology, we determined what sort of character Mattermost wants to embody. This helps to inform key visual themes and becomes a north star for brand decisions. We chose The Citizen. The Citizen strives to connect with others, believing in equality and democracy. These tenants resonated with our open source community and collaboration product.
Developer Details
The Mattermost brand identity system includes several unique aspects that are meant to appeal to developers. For example, the secondary brand font is Fira Mono, often used in code editors. Emojis also found their way into the identity system: evoking the more playful and human side of chat software. Lastly, I developed illustrations that use an unzipping graphic to visually tell the story of open source.
Creative Direction
Once the new brand identity system was created, it was time to apply the new look and feel to all deliverables. This included the website, display ads, email nurtures, event collateral, swag, data sheets, social assets, and videos. I built out a full design system, oversaw the application of this system by the design team, and collaborated with stakeholders to ensure all work was updated and delivered on time.
Results & Optimizations
I regularly analyzed the performance of our campaigns and our website using heatmaps and Google Analytics to continuously make improvements and run tests. During my tenure at Mattermost we saw an improvement of 2x ad click-through rates and improved our conversion rates and email click rates to meet industry averages.
