Allspring

BRANDING, WEBSITE DESIGN & DEVELOPMENT, ONBOARDING, PITCH DECK

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Allspring

BRANDING, WEBSITE DESIGN & DEVELOPMENT,

ONBOARDING, PITCH DECK

Allspring

BRANDING, WEBSITE DESIGN & DEV ONBOARDING, PITCH DECK

 

Web

Allspring is a career coaching service that connects young professionals with a career team of career coaches, financial advisors, therapists, and recruiters. I worked with the team to rebrand the company, updat the name & logo, design & built a new website in Webflow, and launch a new onboarding experiences.

Allspring is a career coaching service that connects young professionals with a career team of career coaches, financial advisors, therapists, and recruiters. I worked with the team to rebrand the company, updat the name & logo, design & built a new website in Webflow, and launch a new onboarding experience.

Program tooling & methods

AllspringMethods
Mobile

Mobile mocks of onboarding quiz & matching software.

Brand Strategy & Initial Research

We first kicked off with a brand workshop & immersion into who our users were. At this time, the company was called Nextstep, which was difficult to find on Google. We did qualitative user research using visual stimuli of three seperate brands, positioning, & pricing. After research I put together archetypes & an overall strategy deck. This helped us discover NextStep's identity, who our product helps, why they would buy, and how we solve that need.

Research

Three directions we showed people in our first research session. Each direction had a distinct personality, positioning, and pricing to help narrow down what people wanted from a career coaching service.

Shots from the brand strategy deck

Insights from our participants

Our research showed us that people wanted to be matched with a coach specifically based on the problem they were trying to solve. People felt like existing coaching platforms are generic and not personalized, so we decided to integrate hyper-personalization into our strategy to meet people truly where they are at.

Screen Shot 2022-01-03 at 8.17.23 AM
Research Insighs from first round of testing.

Positioning a Brand for Hyper-personalization

Based on research, we found out that people fell into 4 major categories: 

1. I need help finding a new job

2. I need help finding a new career

3. I need help with a promotion

4. I'm a business & need assistance

Positioning a Brand for Hyper-personalization

Based on research, we found out that people fell into 4 major categories: 

1. I need help finding a new job

2. I need help finding a new career

3. I need help with a promotion

4. I'm a business & need assistance

hyper-personalization

How to meet people where they are at

  1. Funnel them first by one of those three major categories

  2. Take them through a proprietary matching quiz
  3. Use friendly language & illustrations
  4. Match them with a specific team of people
  5. Give them a free session to kickoff

How to meet people where they are at

  1. Funnel them first by one of those three major categories

  2. Take them through a proprietary matching quiz
  3. Use friendly language & illustrations
  4. Match them with a specific team of people
  5. Give them a free session to kickoff

Brand Identity

With our research & strategy nailed, we were ready to move into actually designing out the brand. This included everything from the logo, to naming, to colors, illustrations & typography.

Branding Considerations

When rebranding a pre-seed company, I like to start with the outcome. Where will this brand live initially? How can we design the most effective brand touchpoints? In this case, our touchpoints included:

  • New Website
  • Onboarding Quiz
  • Instagram Spread
  • Pitch Deck
Brand Assets

Brand Identity

When defining a brand identity, I work through different moodboards, logo iterations, typography options, and photography. In Allsprings case, I worked towards a brand that was friendly yet also felt professional. 

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