Hotjar
Spectrum of emotion. How we helped Hotjar heat up, with a design system capable of handling over 20 million requests an hour.
What’s the truth?
Hotjar had an image problem. Its iconic 'flame' looked a little too much like Tinder’s, and user feedback revealed the brand still gave the impression of a start-up. For a tool designed to measure how users think and feel on websites, it lacked exactly that: feeling.
How’d we turn it up?
We put human emotion at the center of Hotjar’s brand, so that it perfectly matched the product behind it. From angry clicks to happy scrolling, it’s all represented in a digital-first design system that’s as expressive as our browsing behavior.
We went all in on
One of the most challenging elements of the rebrand, was having to design an icon which could easily be legible and recognisable at 16px by 16px. From the outset, all design considerations had to work on this scale first and foremost as it was the most important touchpoint of the Hotjar brand (seen on millions of website feedback widgets across the globe).
The icon also needed to be able to scale up with ease, and include implicit references to Hotjar's unique Purpose and Product Vision.
Even a flame has warm and cool tones. Our two component color-sets also help to convey the hot and cold interactions visualised by the product itself.
"This project was a major undertaking as it involved a full rebrand, creating a new illustration style, redesigning our website from scratch and migrating it to a new CMS and restyling our product—and we couldn’t be happier with having selected HOW+HOW for this project!
"They took the time to understand our team, our mission and our product, and helped us incorporate all of those elements into our new brand in a way that’s true to both who we are but also to where we’re headed.
"They’re professional yet friendly, highly creative yet organised, and they were responsive and accommodating to our changing needs as the project evolved. We’re really proud of our new brand and redesigned website, and enjoyed collaborating with HOW+HOW on this just as much as we love the final result!"
Design Week | Hotjar
Print Mag | Hotjar
Brand New | Hotjar
Logos World | Hotjar
Mindsparkle Mag | Hotjar
Design Week | Hotjar
Print Mag | Hotjar
Brand New | Hotjar
Logos World | Hotjar
Mindsparkle Mag | Hotjar
Design Week | Hotjar
Print Mag | Hotjar
Brand New | Hotjar
Logos World | Hotjar
Mindsparkle Mag | Hotjar
Design Week | Hotjar
Print Mag | Hotjar
Brand New | Hotjar
Logos World | Hotjar
Mindsparkle Mag | Hotjar
Proof of the truth
Credits
