From ‘Weavernest’ to ‘Weavit’: Building a playful brand for professionals.
A wise man once said: “A brand… is a story unfolding across all touchpoints”.
With that being said, a vital element of any great story is ‘clarity’.
It was with this founding principle that we decided to conduct a rebrand of Weavernest — a great name… but practically a metaphor on top of a metaphor. In an already overwhelming digital landscape, the one risk we couldn’t take was: diluting our power to tell a story.
We started from the bottom-up by using a human-centred design methodology to approach the rebranding. We kicked off a series of workshops mid-summer, with the core stakeholders who had a defining grip on the product vision. (Amid a global pandemic) — with our team across geographies and timezones, it was essential to align all team members with the same founding vision and build our brand identity.
The first thing we set out to disrupt was our product name. We utilised a brand naming strategy workshop (created by Mobo Design) to help us collaboratively do this. We laid out our target personas and audited our competitive landscape to use as a backbone to define our ‘WHY’ and our ‘X-FACTOR’.
Following this, we listed out attributes of our product, the industry we operated in, key product benefits, and our target audience. We then jotted down related words in a ‘Word Wheel’ to help us devise brand names using various naming strategies.
Did you know?
Neologized brand names tend to be the most scalable type of brand names as they are incredibly unique. Think ‘Oreo, Spotify, Kodak’… these brands have amassed billions of $ in brand equity over the years.
So after plotting our favourite names and inviting our stakeholders and investors to make a vote, we finally settled on “Weavit”, a word that we derived from the verb ‘weave’. Weavit perfectly represented what our product intends to do with data as it starts by integrating your contacts and using this as a backbone to add related data to. After you’ve inputted notes, voice memos, URL’s, documents and more to your world of people, you could think of Weavit as a ‘KRM’ — a knowledge relationship management tool.
As the pieces started to come together, we were equipped to build out our brand strategy. A strong brand is fuelled by a compelling mission and guiding north star. With another series of exercises — we set out to define both and hone our employee brand values.
Turns out building a concise mission statement was far from easy. It had to be differentiated, believable, sustainable, unique and most importantly, actionable. We encourage everyone to give it a try with your own brands. Nonetheless, after quite some hours of valuable time, we agreed on the below:
After a series of iterations (see below ;)) we fleshed out our visual identity so that it was scalable, modern and adaptable across all our communication channels.
We used simplicity as a foundational part of our identity, meshing geometric elements, a strong colourway and most of all, elevating these with a crucial aspect of our product; humans.
Where do we go from here…
It is by no means the end of our brand development but more so — a beginning of a long journey where we will alter, tweak, and test our identity with our users. We hope over time — we will learn which parts of our story resonate best with them (or you, the one reading this).
Throughout this experience, we learnt a lot along the way and we are proud of our brand and what we stand for. It goes without saying that our team affirming our brand may be one of the most important success metrics of this exercise because let’s face it, a company or a brand is nothing without the backing of its people.