Based in Copenhagen, Scratcher is a leading digital marketing company that specialises in gamification. With a team of a little over 20 people, Scratcher has built an award-winning platform that is now being used in over 12 different countries across the globe.

Scratcher, a leading digital marketing company specializing in gamification, faces the challenge of reinforcing its market leadership position and achieving exponential growth by revamping its brand identity and redesigning the platform to meet the expectations of their B2B clientele.

My design process followed a systematic approach that clearly focused on understanding the client's needs, crafting a unified brand identity and reimagining the platform to perfectly align with the new brand guidelines.

I began by conducting extensive market research, delving into the digital marketing and gamification industry to identify trends and competitors. I also gathered valuable insights from Scratcher's current target audience, analyzing customer feedback and pain points. Collaborating closely with my team at SDS and Scratcher's team, I gained a deep understanding of their goals, vision, and core values as a company.

With a comprehensive understanding of Scratcher's essence, I set out to craft a brand identity that resonated with their personality and growth. To communicate their playful yet professional image and emphasize their energy, leadership, and forward-thinking nature, I brainstormed and iterated multiple logo concepts. I combined playful elements to represent gamification with bold colors, exuding a sense of confidence. Through collaborative feedback sessions with Scratcher's team, we honed the logo design to align perfectly with their vision.

To ensure consistency and coherence across all touchpoints, I created comprehensive brand guidelines. These guidelines provided clear instructions on how to use the new logo, color palette, typography, and visual elements consistently across different marketing materials and platforms.

To optimize efficiency and maintain consistency, a versatile UI component library was developed. This system ensured brand consistency and streamlined the design process, enabling efficient collaboration and scalability for future updates.

Since the company was founded in 2017, Scratcher has already established itself as a leader in marketing gamification. However, with all that success, comes a responsibility to stay ahead of customer needs and expectations. The company must constantly learn, develop, and improve on their flagship product; otherwise the risk of falling behind. This is where I and team at SDS came in.

Even though we worked with Scratcher for only 4 months, we managed to achieve a lot in that time. First diving into market and competitor research, as well as current and future design trends, we designed a brand, not only suitable for their target audience, but also one that reflects Scratcher as a company. After the brand guidelines were developed and set up, we started with Product Design. Working alongside their developers and CEO, we carried out some extensive UX research while designing a versatile UI component library.