Stephen Waller
Stephen Waller
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Potato

A complete rebrand of Potato, and a new website to boot.

 

Client: Potato
Agency: Potato
Role: Co-concept, Art Direction, Design & Illustration
Link: p.ota.to

Potato is a Web Agency, originally specialising in Development. But in recent years they have invested in expanding their design offering not just for Google (their biggest client), but also to help bring in more external clients. After joining Potato as Art Director at the end of 2015, it became my first big job to update not only Potato's old website, but also entirely overhaul their brand and how they present themselves to the world.

 
 
 

 
 

Branding

A major task was updating the 6 year old brand from its original cartoon potato to a logo that we could take to the wider world and project ourselves in a much more confident and competent manner. The new brand had to look more professional and considered, without divorcing itself from the old version completely.

 
 
 the previous logo  Originally created in one lunchtime back in 2010, this cartoon spud served the company for many years.

the previous logo

Originally created in one lunchtime back in 2010, this cartoon spud served the company for many years.

 the new logo  I wanted to evolve the character into a mark that spoke to its history, but looked like a proper identity that we could take to any potential client to help sell our abilities.

the new logo

I wanted to evolve the character into a mark that spoke to its history, but looked like a proper identity that we could take to any potential client to help sell our abilities.

 the new character  The cartoon spud is still used in a lot of internal applications, so I redrew the character to be a little more textured, and adaptable.

the new character

The cartoon spud is still used in a lot of internal applications, so I redrew the character to be a little more textured, and adaptable.

 
 

VARIANTS

The character is used across a wide range of internal tools and applications at Potato, from our Wiki site to the Poolbot, Bytes lunch menu page and Expenses mobile phone app. They are also often printed out to hand out as stickers at various events, meaning it's an endlessly adaptable blank slate.
(additional illustrations by Sarah Defriend)

 
 

 
 

Website

After the rebrand, we needed to update our website accordingly, which also opened up a lot of opportunities that we didn't have before. Establishing a proper design direction meant we could bring a greater visual aspect to the way we presented ourselves.

 
 
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OLD SITE

The previous website was quite drab and text heavy, and only really spoke to the company's exceptional development chops. With a burgeoning design team, we needed to show that we were capable of so much more.

new site

The new site is a much more modular affair, allowing the site to be flexible across multiple screen size and devices. We wanted to concentrate on what life was like at Potato, as our culture is immensely important to us, and is a unique selling point to any prospective employees.

 
 WORK PAGE  As well as presenting our culture, we also wanted to make a bigger show of our work than before. Unfortunately much of what we do is kept secret, as our largest client is Google, so our hands are often somewhat tied.

WORK PAGE

As well as presenting our culture, we also wanted to make a bigger show of our work than before. Unfortunately much of what we do is kept secret, as our largest client is Google, so our hands are often somewhat tied.

 CASE STUDIES  To that end we've begun to introduce case studies into the site. With more external work coming in, we can take more time to show and discuss the work we do so that prospective clients and employees can see we have the design chops to back up our development prowess.

CASE STUDIES

To that end we've begun to introduce case studies into the site. With more external work coming in, we can take more time to show and discuss the work we do so that prospective clients and employees can see we have the design chops to back up our development prowess.

 
 
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PROJECT ILLUSTRATIONS

Each project we work on comes with an accompanying illustration or icon. This was originally born out of an earlier version of the site where we couldn't show any screenshots, so needed something visual to support the copy we were writing to discuss project work. As more publicly visible work is coming in, we decided to maintain the practice as a sign off on each case study page.
(additional illustrations by Sarah Defriend)

 
 

 
 

Collateral

As well as the website and brand, we've also created a whole suite of the usual company collateral, from mugs to t-shirts, business cards, comp slips, letterheads and signage. Seeing a giant version of the logo you've created every morning on the way in is a strange thrill that never seems to wear off.