Our WorkWhy UsPricing
Summit

Ignite: How to Spark Creativity and Build Resilience

Join us for 3+ hours of free content with 5 sessions on sparking creativity and building resilience, featuring 12+ industry experts from Headspace, Webflow, Zapier, Reddit, Coursera, Clari, DirecTV, MasterControl, Matterport, and more.
View event
Gather & Grow

Gather & Grow - March 8th - Your Opinion About Your Brand Doesn’t Matter

Watch the session with Dmitry Shamis and Catherine Blair Timothy as they dive into the foundations of a good and sustainable brand!
View event
Gather & Grow

Zero-click Content | On-Demand Recording

Watch the full session with Amanda Natividad about content quality, social listening, content trends in 2023, and how to leverage zero-click content!
View event
Events & Summits

Explore all the content inside Events & Summits!

See all
BlogCommunityBook a DemoSign In
Disrupting the Norm: Becoming a Challenger Brand

Disrupting the Norm: Becoming a Challenger Brand

Communication is all about making connections. Building a bold, new brand presence that cuts through the clutter also requires a seamless network of elements for a whole greater than the sum of its parts. This is why Doodle Labs turned to Superside to give wireless mesh technology a highly resonant wow factor.
6f6df5a218cb865e1133b5119d46112cdc36df96

Los Angeles, California

Headquarters

37be5470591b51e4b950189278e0216337f4c68a

Tech (IoT)

Industry

1d4aa8319a0c6d2db905948f120b9f9369ba9a60

End-to-End Creative

Subscription

Background

Drowning in a Sea of Navy Blue

“Help! I’m drowning in a sea of navy blue!” Doodle Lab’s Vice President of Marketing, Amol Parikh, thought to himself at an industry trade show a few years ago. Every brand at the event, including his own, was blending into the landscape. At this moment, he realized he wanted Doodle Labs to define itself as a disruptor brand—by coloring outside lines, especially with colors other than navy blue.

An animated infographic shows how Doodle Lab's technology transforms communication between people and devices in key verticles, like warehouses, construction and emergency services centers.

Challenge

It’s Doodle Labs Inside

Our radio components work inside some of the coolest technology, but our brand didn’t reflect this. Instead, it faded into the background. We knew we wanted to create an emotional connection, just like how Intel made a name for itself inside personal computers.

—Amol Parikh, VP Marketing, Doodle Labs

Acting on the recommendation of a friend and industry colleague and unwilling to remain awash in a cerulean netherland, Parikh reached out to Superside to help Doodle labs forge the foundations of its brilliant new brand.

More than a sea change, Parikh also wanted the brand to emulate the success of Intel and its “Intel Inside” campaign that made it a household name—creating an emotional connection to Doodle Labs' technology.

5a085aecd7cd05f7ea4de5e7c29e8425ffe42eaa

No longer suffering from a case of the blues, the new Doodle Labs logo features a vibrant color spectrum that grows larger as it’s amplified across the middle letters of the company’s name.

Solution

Where To Start When You Need To Stand Out

My previous experience with outsourced creative was really just Upwork or freelancers and it felt like we were starting over every time. With Superside, I have a deeply involved team that’s aware of my brand, my strategy and my needs, which helps us go further and produce faster.

—Amol Parikh, VP Marketing, Doodle Labs

Starting with an onboarding session focused on learning about Doodle Labs and their needs, Superside sprang into action—developing a plan to evolve the existing Doodle Labs logo, which was basically a wordmark with an all-blue color palette, into a fully functional and cutting-edge visual identity system.

b01fd314669643051634cf81d3a9fb855f5fb63a

Through close collaboration with its dedicated Superside team, Doodle Labs added a modern logo and favicon, custom color palette and gradients, sophisticated iconography and illustration and overarching usage guidelines to its challenger brand arsenal.

From Brand Guidelines to a Website Refresh

During the time the brand identity and guidelines were being developed, Doodle Labs was also working with Superside to reimagine the company’s primary conversion tool, its website. Many of the elements created within the brand guidelines were developed in parallel with refining the storytelling for the home and product pages.

For instance, the Doodle Labs logo now easily stands out against a solid background or an image. Iconography creates consistency, directing the user to either of the three main use cases. And a mix of static and animated infographics, provided as lightweight Lottie files for faster loading times, helps make complex concepts crystal clear.

d51163a2b16cf368cd93120c47f7f2d97b0da973

Icon, illustrations and color palette development went hand-in-hand with the storytelling for the Doodle Labs home page and website.

6001ba4ab2670c91451954c5bdf1e83b2b41ac32

360 hours

3fc4a7d41ff7d438734a27e1040ccf8c74a6dbe4

One brand ready to scale

Results

Challenge Transmitted and Message Received

I was just on a call with a partner the other day. As we were going through the website and exploring the navigation, his comment was, ‘That’s slick.’

—Amol Parikh, VP Marketing, Doodle Labs

At the time of this interview and case study, Doodle Labs had just launched its new website and rebrand. They also debuted their prismatic new brand at a trade show, earning rave results and unprecedented engagement. People were drawn to the booth, just to see what the excitement was about. They were signing up to learn more and loved the swag with the new brand.

“Now we have all this hard work in the market, it feels like we’ve leveled up. We’ve also got a really solid foundation for storytelling,” says Parikh. “I also want to come out and say that we really enjoy working with Superside. Our team has been fantastic and we’re looking forward to what’s next.” (The Superside team would like to add that they feel exactly the same way.)

Next steps: Keep scaling the foundations of a challenger brand together! See more of the Doodle Labs branding.

Moving forward will be so much easier because we have all the components we need along with the direction on how to use them. Now we can retweak instead of reinventing.

—Nate Lipka, Senior Marketing Manager, Doodle Labs

b3a7cef2ad37413831cd0da3565d1524d8d6a328

Goodbye blues, hello colorful hues

Is your brand stuck in the muddy muck? Find out how a global, dedicated design team elevates your brand to rise above the competition. Apply your new branding to all your marketing touchpoints along your buyer’s journey. From branding to presentations, digital ads, motion graphics, and video production, Superside is creative at scale for ambitious brands. We’re reinventing how good design gets done.

4b7730a19c2076324fff1050e7e189f2e15e66b3

Book a call

Loading...
We need your phone number for the demo. We'll never use it for any other purposes.
Superside is a revolutionary way for businesses to get good design done at scale.Trusted by 450+ ambitious companies, Superside makes design hassle-free for marketing and creative teams. By combining the top 1% of creative talent from around the world with purpose-built technology and the rigor of design ops, Superside helps ambitious brands grow faster. Since inception, Superside has been a fully remote company, with more than 700 team members working across 57 countries and 13 timezones.
© 2023 Superside. All rights reserved.