Brand development for a fast-growing startup

Client/Role

Senior Designer at Thriver

Type

Rebrand
Art Direction

Deliverables

✽ Identity System
✽ Brand Book
✽ Guidelines
✽ Design System
✽ Illustration
✽ Website

Years

2018-2021

Thriver (previously Platterz) is a digital marketplace for discovering, booking and managing workplace culture services.

Over the years with the company, as part of the Design & Marketing teams, I worked to define the brand and its visual identity to reflect the company’s mission: to fuel thriving workplaces and to make every employee feel recognized and excited about coming to work.

The rebrand

In 2019 the company expands its services with the aim to be a one-stop shop for all workplace culture needs which called for a rebrand.
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The rebrand entailed a new, more culture-centric name, a new visual identity and a complete website redesign. The main goal was to effectively communicate Thriver’s purpose and the offering in a consistent, accessible, simple and relatable to our audience way.

Homepage screens showcasing the brand evolution from Platterz to Thriver

2019

2020

2021

Target audience

At a company, Thriver’s audience is typically responsible for their office’s organizational and culture initiatives, specifically: HR, office admins & decision makers.

The demographic is predominantly women, millenials & gen X

Two women of diverse backgrounds as representatives of the target audience

Core Visual Identity

Thriver’s visual identity represents a brand that is trustworthy, people-centric, vibrant, and culture-focused

Logo & Symbol

Thricon (the Thriver icon), played an important role in the brand’s identity expression. The triangle signals versatility and connection, and the compass arrow – progress and upward growth.

The Thricon stands for things like: energy, connection, teamwork, reliability, progress, and thriving.

Typography

Mulish – a modern, friendly, yet professional-looking, sans-serif, offering great legibility and an extensive font family for flexible communication.

Colours

Thriver’s Snack colour palette is warm, energizing & inviting. Purple, the primary hue, suggests a trustworthy and premium feel.

Gradients

Gradients became an integral part of the brand. They are fun and versatile and are used in backgrounds, UI elements, product renderings and illustrations.

Illustration

Leading the team's exploration of the illustration style was a very fun exercise. We came up with the concept of modular geometric illustration that uses the Thriver Icon as the central motif.

Moodboards & key criteria – results of team ideation sessions

Moodboards and keywords from the team brainstorming session

Our goal with illustration was to compliment photography and elevate the visual narrative of the brand

Design System & Brand Guidelines

The Brand Guidelines and Design System are in place to ensure consistent communication across the brand domains.

The homepage

With the new homepage, we wanted to ensure our users immediately understand the value Thriver brings by giving a high-level overview of the service offerings and inviting them to explore the platform right off the bat.

Services gradient hover interaction

Product feature interaction

Platform capabilities interaction rendering

✽ Lulu's Role – Art Direction, Brand Strategy, Core Identity Design, Website Design & Development, Workshops
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✽ Logo Design – Brian Lin
✽ Website Design & Development – Lulu Skachkova, Chelsie Grant
✽ Naming – Uri Ar, Vered Valeria Latman
✽ Brand Strategy – Uri Ar, Vered Valeria Latman, Lulu Skachkova, Mary Wilkinson