Stitch, powered by Netrush

Branding / UX & UI

2020

Team:

Steve Klinetobe, Creative Direction

Pamela Fiehn, Art Direction

Hannah Amundson, Design

Mike Lee, Software Development

Background

Stitch is a tool built by Netrush internal teams for brand partners to give comprehensive visibility into their performance. Key leaders got together to decipher what metrics brands were interested in seeing to create Stitch, as well as creating a well designed, easy to use, branded platform.

I worked with Steve Klinetobe and Pamela Fiehn to build a visual identity for this platform, worked closely with Mike Lee to create UI concepts of how the Stitch software should be laid out, and met with key Netrush leaders to pitch ideas and present options to the team.

Challenge

One of the biggest challenges was building well-designed layouts within the software that Stitch was created in. This software had limited design functionality so the capabilities of the user interface created challenges. This required multiple check-ins with the developer of the software to ensure that the design integrity of the UI concepts were translated through the software. Solid communication was key, as well as having early and often conversations to ensure the software’s design was successful.

Another challenge was creating a brand identity for this platform. Why was this important? Why were we making this? Some questions that seemed to give us a path into who Stitch was, and what story we could tell in it’s brand identity.

Process

We went through multiple rounds of designs; six in total. Each round included meeting with Netrush leadership and presenting designs to the team and getting feedback to narrow our vision. We chose the name “Stitch” after doing a naming exercise and wanting to have something that gave insight on how Stitch was formed. The software that Stitch was created in pulled information from multiple sources, so in a way it “stitched” information together to present key metrics. That theme tied into the brand identity by exploring options that showed cross-stitch patterns, overlapping elements, and graph-inspired treatments. The owl was initially explored to give the impression of wisdom and insight, which tied strongly with the Stitch platform itself and ended up in the final logo.