/ Hotjar

Visualising human emotion for a global user insights platform


  • Stakeholder Management


  • Brand Identity
  • Illustration Packages
  • Animation Packages


  • Website Design
  • Digital UI Kit
  • Website Build

Celebrating the full spectrum of human emotion in the rebranding and relaunching of Hotjar: the global user insights platform.

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 small 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.

"You know that thing where an agency just feels like a (brilliant) extension of your own team? Yeah, How&How have that in spades. They are everything you could ask for in a rebrand partner. Smart, creative, collaborative and flexible."

Christian Schorm

Brand Lead, Hotjar

"This project was a major undertaking as it involved a full rebrand, creating a new illustration style to match it, 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 organized, and they were extremely 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!"

Andrei Beno

Growth Product Manager, Hotjar