GigSalad serves two sides of the same market. The creative professional side of the industry is where the brand began its journey. Today, event planners make up the lion’s share of their audience. Additionally, the competitive landscape is wrought with a sea of similar claims and benefits. GigSalad had existed in rational territory for far too long. With a name that includes the word “salad,” they were missing an expressive, fun identity that reflected their vibrant, exciting, and charismatic attributes. 

Through our tight collaboration with the GigSalad team, we learned everything about each audience, their needs, and how the brand delivers value. We found GigSalad provided a level of partnership unlike any other option in this space. Positioning GigSalad as the main ingredient for memorable events meant they could address challenges common to each audience and lean into their differentiators to tell a compelling story of how the brand helps.

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Introducing Herb! Bold and bubbly, GigSalad’s frontman greets planners and talent with warmth and excitement. Abstractly mixing the idea of a salad bowl and a smile, the mark tells a fun story and is unique and ownable. No matter the event, Herb is here for it, bringing his signature charm and intuitive look to the booking experience. 

Plus, C’mon! It’s just fun!

We set out to make the brand synonymous with “entertainment.” Amusing colors, friendly typography, and other energetic elements bring the GigSalad brand to life.

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Photography is a defining element to the brand, as well as its pattern and garnish elements. The aim is to not only showcase the types of talent offered, but immerse the planner in the creation of unforgettable moments. The imagery tells the story of a successful event, whether it’s a comedian entertaining a crowd or guests enjoying themselves at a dinner party. After all, it’s these moments that people will remember for a lifetime. Contrast framing uses patterns to add excitement. Garnish elements enhance and embellish the visual imagery, adding energy and joy.

It was easy to write for GigSalad — their personality and ethos shine through in every interaction. We wanted to ensure that same spirit came forward in their brand communications, since the phrase leave a lasting impression was a critical part of the value proposition, for both the member and planner side. In our audience framework, we highlighted the GigSalad customer experience and the sheer variety of acts and talent they offer. We elevated member and planner stories, which will help testify to that experience and variety. And we crafted USP and value propositions that would capture this and more in crisp, short form.

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To support this messaging, we developed a friendly, vibrant, and intuitive GigSalad voice. It was important to sound welcoming and festive, but also telegraph professionalism and experience. These elements culminated in a brand story that celebrates not just GigSalad, but the people they serve and the memories they all make together.

GigSalad's website is a key customer touchpoint where brand and product experiences must seamlessly blend. While we aimed to maintain the product's integrity, we leveraged the opportunity to enhance the brand's expression through UI across marketing pages and product screens. During the interactive process, we extended the brand’s colors and usage for digital. We focused on UI components, responsive layouts, distinctive navigations and inputs, and micro interactions to elevate both the brand and product experience.