To start off on the right track, we spent two days with our executives defining business goals and the specific groups of customers we wanted to reach. Then the group had some fun with word association, brainstorming phrases that each person felt captured the “feel” of the brand. This helped us decide which aspects of our new visual identity were most important, but also helped build consensus around the evolving creative direction.
From there we looked at different color palettes, fonts, and image styles to arrive at a design that was more light and friendly, but still captured how much we love big social data and statistics. In the end we hoped to maintain some of the heritage of AddThis, but also spread our wings a bit with an expanded visual vocabulary.
One of our favorite parts of the new design is our home page, the first to include live data. Visitors can watch sharing happen all over the world, and discover interesting facts we’ve uncovered from the huge amount of data we see every day.
So what do you think? We love feedback in all shapes and sizes, so drop us a comment below. And as always, thanks for using AddThis.