Airtasker collaborates with Studio Koto in the brand review

Airtasker collaborates with Studio Koto in the brand review

Task marketplace Airtasker opted for an animated “wave, smile, and jump” logo and illustrations that interact with photography.

Sydney-based online marketplace Airtasker collaborated with Studio Koto on an extensive rebrand and repositioning, including a bespoke hand-drawn wordmark and revamped color palette.

Airtasker’s website and app allow its users to outsource everyday tasks from business and administration to gardening and cleaning. Studio Koto was chosen as a partner for the rebranding for its strong track record of delivering identity systems that “understood the nuances of different global markets”, experience working with two-sided markets, and “balancing strategy and design execution”. says Airtasker’s Vice President of Design James Nau.

Studio Koto and Airtasker’s identity reinvention seeks to capture their “boldest, brightest and most energetic” persona, according to Nau. Although the logo was updated, Nau says it was important to “preserve the idea behind the Airtasker wing,” which is meant to symbolize fast task completion. The new logo features a simplified version, which animates and flutters as part of the A.

The characters in the logo have also been “personified” through animation, explains Nau. In addition to the smile that appears inside the crossbar of the A, Nau says the letters in the logo stand for “wave, smile, and jump” in an attempt to capture Airtasker’s “warm, uplifting energy and diversity.”

Like the brand’s artwork, the logo features bespoke handmade elements. Modifications have also been made to each letter using Airtasker’s header font, PP Formula, “making the entire wordmark unique,” says Nau.

The custom artwork was layered on top of the photograph to make the images feel “poseable,” Nau adds. The illustrations, which can also be animated, seek to highlight the task being performed in the photograph, such as water coming out of a hose or a person moving boxes.

All brand artwork is drawn in Airtasker’s new signature blue, which has been chosen to match its bold new look. Nau says the previous blue represented the brand for seven years, but its “off tone” no longer matched its offering and personality.

While Koto provided initial concepts for a number of brand assets, UI components, and screens, the Airtasker design team was responsible for “architecting and defining” the latest version of the design system, website, and app. says Nao.

He adds that “asynchronous communication” was key to developing the new Airtasker brand, as the partnership with Koto began during the COVID-19 pandemic. With an 11-hour time difference between the two teams, the remote design process involved Airtasker testing new elements of the branded system during his team’s work hours and providing brief briefings to Koto, with very few opportunities for discussion on-time. real.

The new brand identity has been rolled out across all Airtasker channels, from the website and apps to landing pages, communications, and merchandise.

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