Just Task
Repositioning a category creator through the community it created
Packaging
Brand Identity
Animation
Collateral
Graphic Design
Posters
Outperformed by new entrants, overlooked by young audiences, and inconsistently delivered across markets, Taskrabbit was operating as a 2-sided business instead of a united brand. Focused on hiring help to solve problems, Taskrabbit had created a narrow role for the platform and an unequal dynamic in the community.
Taskrabbit needed to focus on opportunities over problems
Global qualitative research with Clients and Taskers revealed their shared determination to live life on their terms, creating new ways to do so. For them, Taskrabbit is a choice, a determined way to live.
A Task creates more for both of us
This truth formed the foundation of the brand’s evolution from an errand-runner to people supporting one another in pursuit of their passions. The new brand belief: Every problem solved is a passion pursued.
The Platform Idea, Just Task, is a call-to-action.
Taskrabbit enables people to do more of what matters and less of what doesn’t, one task at a time. Helping people chase their passions, build the life they want and leave a mark.
Results
Results
From playful to passion,
from platform to partner
The refreshed identity modernized Taskrabbit from a rabbit sprinting ahead, an identity focused on speed, to a more human, trustworthy platform focused on community.
Our wordmark honors the original logotype while bringing in more humanity in the letter forms. Evolving from case sensitive to one word set in lowercase. The new wordmark has distinct “a”s, emphasizing the “task” and acknowledging both client and tasker. And the primary colors are inspired by the Founder’s original intent to provide trust and calmness, but elevated.
Our app icon guides users to action with the strong verb “task.”
We used a frame to represent the task, a metaphor for the brand, and a meeting place for a Tasker and Client. It’s used to capture the shared moments.
From errand runner to united community, we created value and future-proofed Taskrabbit by unlocking its shared truth
“Compliments are coming in all around. We netted in a good place with a simple, elegant, trusted and professional design.”
- Johanna Tzur, CMO
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