Hookman
Hookman solves a problem developers might not realise they have.
When building and testing different versions of a product, services like Stripe can end up sending data to the wrong place. Hookman sits in the middle and routes it where it needs to go, meaning less hassle, fewer mistakes and a smoother way to work.
Hookman was ready to launch, but the brand and website didn't inspire the same confidence as the product. For a tool developers were being asked to put into their workflow, trust was everything.
We set out to make Hookman feel robust, trustworthy and established, while making the product much quicker to understand.
Less noise. More clarity.
The first job was to simplify the story.
The existing site had plenty to say, but the message was getting lost in the detail. We stripped the copy back and built the page around a much simpler proposition: Configure once. Route forever.
From there, we used simple visual explanations to show what Hookman actually does. Instead of getting into the technical detail at length, you can see information arrive, pass through Hookman and head to the right place.
The same idea shaped the identity. Routing became the basis for a graphic system of paths that cross, split and change direction, turning something technical into a distinctive visual language.
We brought those paths to life with motion throughout the site. As well as helping explain how Hookman works, the animation gives the whole experience a greater sense of polish and quality.
The result is deliberately simple. Less for developers to read, less to work out, and a product that looks as considered as the technology behind it.
Launch site to campaign
The new identity was designed to work beyond the website. We created a short motion piece for paid ads, taking the same product idea and reducing it to something that could make sense in a few seconds.
With developers spending time on Reddit and other developer communities, the aim was to put Hookman in front of the right people, quickly communicate the problem it solves and give them a reason to find out more.
The client was thrilled with the new direction and implemented the brand and website straight away. The new site is now live, with the first paid campaign being prepared for launch.
Jolt can help you work out what to say, how it should look and how to get it in front of the right people. From positioning and brand to websites, motion and campaigns, we bring everything together and get it made.