Journey of brand transformation from €12M to:

€34M

Ernest, the founder of OTOOSTUDIO, worked as a Visual Designer at TheyDo during a crucial period of the company’s evolution. TheyDo was undergoing a major rebrand. The concept and creative route were provided by the creative agency KOTO. Ernest took over the project’s creative direction, leading the rebrand’s final stages and then applying the brand company-wide, internally and externally.

After the re-brand, TheyDo raised €34m during challenging market conditions. It is a testament to the solid brand they could present to investors, inspiring trust in the company.

Role/Services:
Brand design
Marketing design
Web design
Creative Direction

web

design

Central to the rebrand was completely re-designing the website from the ground up. Aside from the aim of making the website more attractive to users, potential customers, talent and investors, our main goals were:

Conversion rates do not drop significantly post-launch.
Intuitively create components, in order for the marketing team to build landing pages in Storyblok (CMS system).
Create a website that distinguishes Theydo within the journey management space (and beyond).
Work with devs to translate the design into Storyblok

All goals were achieved – conversion rates increased!

product
abstracts

At TheyDo, creating clear product abstracts was essential to TheyDo visual and brand strategy. We simplified complex journey management software features into user-friendly insights, making it easier for users to understand and utilize the product. These designs also effectively showcased the product’s value, making them useful for the marketing team.

marketing

collateral

As a b2b business, a lot of top-of-funnel leads are generated via LinkedIn, so it was essential to elevate the branding for the marketing collateral TheyDo used on there. This had a profound impact on the amount of LinkedIn page views and leads generated (leads were tracked in the form of *new Enterprise accounts created *NEAs).

LinkedIn page views increased from (monthly):

2023: 195 desktop 185 mobile

2024: 9661 desktop 13,430 mobile*

(*7259% increase)

brand book

An essential artefact of this branding project was the brand book. A company guide on how to apply the new brand consistently. Guides on how to use illustration, iconography, do’s and don’ts of brand application, logo variations, typography, templates, design assets and documentation on where to find design and brand assets. All this is essential to create a unified and memorable brand experience.

company values

impact

KPI: Monthly NEA (New enterprise account sign-ups)

target hit & doubled

from 50 – 100

within 3 months

____________________________________________

Linkedin page views increased from (monthly):

2023:

195 desktop

185 mobile

2024:

9661 desktop

13,430 mobile*

(*7259% increase)

____________________________________________

Conversion rate increased:

+2%