Lead designer for a 4 week design sprint, working alongside one other designer/illustrator and content writer. We worked closely with Scrunch's own front end developer.
- Content strategy
- Website design
- Blog design
- Email template design
Scrunch is a web app that takes the guesswork out of collaborations and allows brands, agencies and influencers to create more effective partnerships. The tool spotlights the true ROI from a post made by an influencer, allowing brands to accurately measure the dollar value of a partnership. It also allows influencers to see where they have the biggest impact, giving them data-supported credibility to approach brands they want to work with.
Scrunch had a significant product pivot six months ago and needed to shift their brand from the fashion focused company they previously were, to the tech company they are now. They wanted to appeal to a broader range of customers including lifestyle, travel, technology, as well as fashion.
- Appealing and communicating to a variety of customers with very different needs.
- Standing out in an overcrowded space.
- Flexibility was crucial. As their product is still in it's infancy, Scrunch needed to be able to update their messaging and shots of UI easily as their product grows, but they didn't want this to limit the wow moments on the site.
- The client was still working out how they wanted to position and present themselves, and explanations of the product varied depending on which team member we spoke to.
Scrunch is one of the most challenging, and subsequently most rewarding rebrands I have undertaken. Having a distinctly unique brandmark was particularly important to the Scrunch team for trademarking reasons, and the first solution we arrived at bared a resemblance to another startup and also bared an odd resemblance to the Squarespace brandmark (if you squinted...maybe - it had the team divided). So it was back to the drawing board, and after much experimentation and finessing of various concepts, we arrived at the brandmark you see now.
The word 'scrunch' is memorable and unique, so we wanted to utilise that but without going down a corny path. Wherever possible, I like to draw my concepts from something tangible that relates to the subject, so I was scrunching paper and seeing what shapes I could create. Colouring one side, leaving the other blank - making the gaps more identifiable. I arrived at the Scrunch logo as you see it now after simplifying one of the folds I noticed that held an energy I liked. It ties in strongly with the company name, a certain liveliness or energy, and the powerful data behind the product.
Many of Scrunch's competitors use a black and white colour scheme with a large emphasis on photography - a very common fashion approach. Working with my colleague, illustrator Ryan McShane, we created a suite of illustrated Scrunch characters and illustrations and chose to only show influencer imagery within the UI as it would appear within the product. The unique illustrations, use of shapes, bold colour scheme and subtle animated movement were used set the brand apart from others and to speak to the creative heart of the individuals Scrunch is targeting.