The creative challenge was to not completely abandon what got Doodle to 10 million active users, but we did want to make the new Doodle look appropriately new.
When work began on cultivating a new brand idea, the Innovatemap and Doodle teams began with questions. Some were aimed at the market, and others targeted Doodle itself. Together, we asked, what is Doodle’s guiding mission and vision as a company?
In working with Doodle the Innovatemap team also deepened our commitment to activating new brand concepts.