Airtasker collaborates with Studio Koto on the makeover

Airtasker collaborates with Studio Koto on the makeover

Task marketplace Airtasker chose an animated logo that “waves, smiles, and jumps” and illustrations that interact with the photography.

Sydney-based online marketplace Airtasker worked with Studio Koto on a major rebrand and repositioning, including a bespoke hand-drawn wordmark and refreshed color palette.

The Airtasker website and app allows its users to offload everyday tasks from business and administration to gardening and cleaning. Studio Koto was selected as the rebranding partner because of its strong track record of delivering identity systems that “understood the nuances of diverse global markets”, experience working with two-sided marketplaces, and “balance of strategy and design execution,” according to Airtasker’s vice president Design James Nau.

According to Nau, Studio Koto and Airtasker’s identity reinvention aims to capture her “bolder, brighter and more energetic” personality. Though the logo has been updated, it’s important to Nau to “maintain the idea behind the Airtasker wing,” which aims to symbolize completing tasks quickly. The new logo features a simplified version that animate and flutters as part of the A.

Characters in the logo have also been “personified” through animation, explains Nau. Alongside the smile that appears within the crossbar of the A, Nau says the logo’s letters are “wave, smile and jump” to capture “the warm, uplifting energy and diversity” of Airtasker.

Like the brand’s illustrations, the logo features bespoke hand-drawn elements. Modifications were also made to each letter, using Airtasker’s headline font, PP Formula, “making the entire wordmark unique,” says Nau.

Bespoke illustrations were layered over the photography to make the images feel “ownable,” adds Nau. The illustrations – which can also be animated – try to emphasize the task of the photograph, such as water coming out of a hose or a person moving boxes.

All brand illustrations are drawn in Airtasker’s new signature blue, chosen to match its bold new look and feel. Nau says the previous blue represented the brand for seven years, but its “muted tone” no longer suited its offering and personality.

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

He adds that since the partnership with Koto began during the COVID-19 pandemic, “asynchronous communication” was key to the development of the new Airtasker brand. With a time difference of 11 hours between the two teams, the remote design process involved Airtasker testing new branded system elements during his team’s work time and giving brief overviews to Koto, with very little opportunity for real-time discussion.

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

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