As the digital terrain reshapes itself endlessly, it beckons companies to weave innovation into their DNA. Bloomreach's acquisition of Hippo required seamless integration of two distinct brands, blending innovation with familiarity to redefine the Digital Experience Platform. Under one roof, the reimagined Bloomreach brand aimed to set a new benchmark in a fiercely competitive industry.
As Creative Lead within a cross-functional team, the project spanned six months and focused on a unified brand strategy, an intuitive and engaging user interface, and a digital experience that embodied the merged essence of Bloomreach and Hippo. Beyond aesthetics we sought about crafting a platform that resonated deeply with its users, making the digital experience personal, intelligent, and open.
Embracing the "Bold & Light" mandate, we ventured to design an experience that felt both dynamic and approachable. Drawing from extensive user research and iterative design methodologies, we introduced a color palette that defied conventional tech norms with vibrant and engaging hues. The use of contemporary typography and whimsical illustrations added a human touch, making the brand not only visually appealing but also emotionally compelling.
The "Open & Intelligent" ethos guided our approach, pushing us to design a message that was technologically advanced and human-centric. We shifted away from AI clichés, focusing instead on showcasing the platform's intelligent features through clear, open communication and intuitive design. We simplified complex functionalities and highlighted the brand's unique ability to empower users with actionable insights, fostering a sense of control and partnership.
Integrating Bloomreach and Hippo required a thoughtful exploration of each brand's core attributes. Through collaborative ideation sessions, we pinpointed essential elements to retain and reimagine, ensuring both identities were honored in the new design. This process led to a unique visual and narrative identity that celebrated the legacy of both brands while forging a new, unified path forward.
We aimed to make intelligence approachable, to show that behind every byte and algorithm, there's a human story. Despite Bloomreach’s current evolution, the project showcased the transformative power of design in addressing complex branding challenges, leaving a legacy of insights and a blueprint for future innovation. It underscored the importance of narrative, user-centric design, and strategic thinking in crafting digital experiences that resonate.
