2023-2024

Docker

Building and scaling Docker's identity.

Problem

The brand identity was built on square and aquatic themes to match the innovation it was prized for— containers. This created limitations for Docker to be seen as anything more despite new offerings being released, making it prone to seeming obsolete.

Solution

Evolve Docker's brand to reflect it's offerings as a ”Suite of Development Tools”, streamlining end-to-end SDLC.

Role

Design Lead, Senior Visual Designer

Role

Design Lead, Senior Visual Designer

Approach

The design team addressed this revamp with the Design Thinking methodology.

Empathize
During this phase we analyzed competitors and sought feedback from our researchers on current user feedback.
Define
We diverged & converged ideas according to the user needs of development ICs, teams, and their managers.
Ideate
As a team of 3 designers, we collaborated ideas and converged them during design reviews to prioritize brand evolution for better product messaging.
Prototype
From here, we mocked up ideas for webpages, marketing campaigns, and product platforms.
Test
Designs were iterated to further refine the brand turning ambiguity to concrete direction with each project.
Implement
New webpage updates, growth and social campaigns, and product strategies were built and successfully implemented.
Maintenance
The style guide and design systems continue to repeat this process for brand scaling, improvements, and innovation.

Design decisions

Docker is well-loved by the developer community, so we decided to maintain its iconic blue for brand recognition. Our vision was to move past the sea creature analogies and shift into a user & product-focused brand. The goal was to mature maintain the brand's playfulness to better align business goals, user engagement, and product clarity.

From the old brand, Poppins, Roboto, and Docker blue were confirmed for the brand revamp. Figma’s Untitled icons would replace the Material icon set for its extensive collection of rounded and playful style options.

Primary

Moby Blue

#1D63ED

Accent

Light Blue

#E5F2FC

Accent

Dark Blue

#00084D

Accent

Off Black

#17191E

Results

After extensive competitive research, we individually diverged ideas and collaborated to converge the brand direction.

Docker’s brand evolved by 90% within two years by creating new brand guides, visuals and user experiences. This cascaded to revamping Docker.com, design system updates across products, and re-imagining campaign strategies for socials, ads, and marketing.