Goldstar’s new brand goes a long way towards connecting with our specific audience. Here’s how we got there.
Although there wasn’t a single tipping point for getting buy-in on the redesign, this image went a long way. We were featured alongside our competition in the Apple store in a sea of blue app icons. For us, this cemented the idea that if we were going to rebrand, it would need to be different from a mile away.
In our initial research, it was obvious from the start where the ticket-buying industry was situated: very blue, very masculine, very traditional. We knew this didn’t match our understanding of our audience, which is pretty similar to Pinterest’s audience.
We began by mapping where Goldstar should fit into the competitive landscape. The executive team zeroed in on the idea that Goldstar had always been a Classic, Expressive brand. We set about exploring that visually, by pulling hundreds of reference images to facilitate discussion. It was imperative that everyone had exactly the same understanding about what we considered Classic and what we considered Expressive.
Aligning the Team
After settling on a set of reference images, we began to create mood boards for the new brand. The boards let us make some very important breakthroughs in terms of brand principles. As we further refined the boards, we started to spot patterns that would drive all of our decisions.
The first and most important idea was that Goldstar needed to be “gold first.” In retrospect, that seems simple, but 15 years of being primarily blue made that a difficult sell. We also decided we wanted our brand to have a hand-made, organic feel to it. Essentially, the exact opposite of everyone else in our space.
Time to Build
Next, we started translating what would become our new brand to existing elements and patterns. I’m going to show our category icons as an example of the process, but it’s important to realize this same process played out for every aspect of the redesign.
We started pulling references that we felt reflected our mood boards. Throughout the entire rebrand, the mood boards were always our north star. We also spent time in the studio experimenting with paint techniques in an effort to glean new ways of integrating hand-made and digital designs.
Our initial attempts felt pretty lifeless, but some of the ideas from this round made it all the way to the end.
The big breakthrough came when we made an important decision around the content of the icons: they should depict fans at a show, not the actual performer. Turning the lens around so that we focused on the act of experiencing a show went a long way towards giving our icons the life and vibrancy we wanted.
The importance of that decision becomes more obviously clear when comparing our new category icons against our old set.
The Missing Piece
From the beginning, I knew that we didn’t want to tackle the logo in-house. It just wasn’t something that made sense for our team. We hired Mackey Saturday (Instagram, Oculus, etc.) to help put the final pieces together. We landed on an exceptionally well-executed logo.
All Together Now
Here’s a look at how it all came together for the launch. One of the most interesting things about a redesign is actually how it morphs over time, but this is a great snapshot of the new brand we debuted.