Orgo: The Brand

Brand creation

Our journey began with finding the perfect name. After exploring various options, we landed on 'Orgo'. This name resonated as a clever derivative of 'organization on the go', and our target audience found it appealing and memorable. Importantly, both the domain and App Store names were available. We deliberately avoided terms like 'fam' or 'kids' to ensure our brand could expand beyond our initial family-oriented use case. Feedback from potential users described the name as 'super cute', which we saw as a positive sign for its broader appeal. With our name in place, we moved on to the crucial task of logo design.

Logo development

We centered our logomark on a circular shape, echoing the leading 'O' in Orgo. Our goal was to incorporate elements of time, driving, or movement within this form, reflecting our app's core functions. Through multiple iterations, we explored various designs, trying to balance simplicity with meaningful representation of Orgo's purpose.

Parallel to logomark development, we crafted a complementary wordmark and color scheme. We tested various typographic styles, prioritizing readability based on user feedback. Simultaneously, we explored vibrant color combinations using orange, yellow, and blue to create an appealing palette that aligned with our brand vision.

Our breakthrough concept centered on the transition from chaos to order. We designed the 'O' in Orgo with a fragmented left side evolving into a whole right side, symbolizing this transformation. This design represented our app's purpose: bringing order to chaotic schedules.

For the remaining letters 'rgo', we kept the design clean and whole, ensuring readability. This approach addressed user preferences for clarity while complementing the dynamic 'O' concept.

THE FINAL LOGO

The final Orgo logo embodies our core concept through its thoughtful design:

• The 'O' transitions from fragmented to whole, representing the shift from chaotic schedules to organized routines
• The circular shapes evokes ideas of time, cycles, and continuous improvement
• Clean, readable typography in 'rgo' balances the dynamic 'O', ensuring clarity and brand recognition

Initial teaser site

Our initial web presence aimed to generate interest and build a waitlist while maintaining a level of stealth. We created a flashy, exciting, and professional site without revealing app images, using animations to engage visitors and lead them to the waitlist. Our target audience was primarily our professional network and potential consumers, reached through LinkedIn and Facebook groups.

The site featured a 20-second animated introduction:

1. Text messages: Building tension with real family scheduling messages
2. Brand introduction: Our logo 'absorbing' messages, symbolizing clarity
3. Brand explanation: Revealing our concept of 'order out of chaos' and 'organization on the go'
4. Waitlist signup: A focused CTA on a non-scrollable page

This approach allowed us to drum up interest, begin building accountability to potential users, and introduce our brand concept in an engaging way.

The site proved highly effective in capturing attention. We received numerous compliments and observed audible laughs during the text buildup, as well as 'aha' moments when people realized the meaning behind Orgo. Over two months, we garnered over 300 signups, a satisfying result for our teaser site approach.

Expanded teaser site

As we approached launch, we recognized the need to evolve our web presence. This new iteration had two primary objectives: provide more detailed information to our waitlist members and capture the interest of potential investors. While not actively fundraising, we aimed to establish a meaningful presence in the investment community. This expanded site allowed us to build upon our initial narrative and showcase more of Orgo's potential.

We established specific goals for this iteration of the site:

With these goals in mind, we focused on designing an impactful hero section, recognizing it as the most crucial element for driving conversions. We mocked up several options to find the most effective approach.

Eventually, one concept emerged as the clear winner:

This design resonated with our audience for several key reasons. The appealing color scheme caught viewers' attention, while a dynamic, rotating H1 headline maintained their interest. Our engaging storytelling approach effectively communicated our value proposition.

Below the hero, we structured the content to reinforce our message:

1. Problem orientation: Clearly articulating the challenges in family scheduling
2. Limitations of current tools: Highlighting the shortcomings of existing solutions
3. Orgo's solutions: Drawing direct parallels between each limitation and how Orgo addresses it

This comprehensive approach deepened understanding among those already familiar with Orgo, clarifying both the problem we were addressing and our solution. The enhanced design and content structure served their purpose well, generating increased engagement and interest in our product during the development phase.

Launch site

As we prepared to launch our app, we recognized the need for a website that would effectively showcase Orgo and drive downloads. We set three primary goals for this iteration:

This approach aimed to create a seamless transition from website visitor to app user, while providing a clear understanding of Orgo's value proposition and functionality.

Next steps

Our launch site is effectively driving downloads and showcasing Orgo. However, we're aware that for mobile apps, websites aren't typically the primary conversion driver. With this in mind, we're content with the site's current performance and are now focusing on other channels for user acquisition.

We periodically review the site to ensure it aligns with our evolving product and brand. This includes updating app screenshots and feature descriptions to accurately reflect Orgo's current functionality. While no longer our primary focus, the website remains a valuable component of our overall marketing strategy, serving as a reliable information source for potential users and partners.