1 Reasons every startup should invest in a strong visual identity Lessons Bob learned on the path toward building a brand every team member is proud of What to do if you end up with a logo that looks like underpants
WHAT YOU’RE GOING TO LEARN
Company DNA EVOLVING A VISUAL IDENTITY
WE LOVE DATA We are 130 people who are crazy… about data.
HOW WE GOT STARTED We started out just like any other company: a few passionate people with a big idea
BUT WHAT HAPPENS WHEN YOU GROW?
FONTS Everything Breaks
WHAT BREAKS? Communication Management style Recruiting Compensation
Workflows Office space Visual identity?
WHAT IS COMPANY DNA? Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever My Take: This is a weak metaphor. Company DNA mutates in its own lifetime.
RJMETRICS DNA Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story.
SO WHAT WAS OUR DNA?
FRUGALITY. TO A FAULT.
State Prison County Prison
$400/mo? Sold! State Prison County Prison
Clown Tie Wrinkled MC Hammer Pants
Act I: Outsourcing
FAKE IT UNTIL YOU MAKE IT What do you do if style isn’t in your DNA?
You buy it! …but what if you’re a broke company?
You outsource it!
2008 (OUR FUNDING YEAR) Standards for consumer use impacted expectations for business use “Consumerization of the enterprise”
MEANWHILE...WE GREAT AND STARTED HIRING Our needs evolved, and our DNA did too.
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads
WE MOVED TO PHILADELPHIA
Act II: Hired Guns
MEANWHILE...(STILL NO DESIGNER ON STAFF)
BORROWING FROM OUR MENTORS
IT WAS TIME FOR A WEBSITE REDESIGN “Can you throw in a logo?”
Act III: Identity
FRUGALITY BECOMES EFFICIENCY DNA MUTATION
“We need a new visual identity.”
Risky click of the day…
Google customer survey results:
WHAT DO WE DO? ü Abandon the dodecahedron? ü Hang our heads in shame?
50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value
A Secret Society…
HACKATHONS ARE FOR HACKING!
Epilogue: Dodeca Pride
IDENTITY IS A PART OF CULTURE Inputs: • How people treat each other • Your core values Outputs: • Perks • Identity
REASONS EVERY STARTUP SHOULD INVEST IN A STRONG VISUAL IDENTITY