GoTo Transformation

Once a product family in LogMeIn’s house of brands, GoTo is now strategically positioned as the face of the corporate brand.

Challenge

To carry the company into the future, we undertook the Greatest Of All Transformations – Project GOAT – to reimagine our digital brand ecosystem.

Strategy and Design

Process

In a marketing-wide effort to rule them all, every department collaborated to strategize and execute a sweeping rebrand in just ten months. For the new GoTo.com, we knew we needed to start fresh with a new, atomic design system on which to build for the future.

Working with a premier branding agency, MovingBrands, our Web UX team rapidly iterated with each round of design, building web page concepts to match each proposed direction.

In the build phase, we designed key components that would serve as the basis for high-traffic pages, migrating the old GoTo.com design system in with a CSS restyle.

Over the following year, legacy components were retired to make way for newly built, flexible, and varied ones to ensure we were paying down tech and design debt in the process.

With the final round of designs, we worked with our UX Researcher to quickly test and validate designs in moderated sessions with actual GoTo buying prospects.

While the platform team designed page templates and proved out the new branding, a separate Web UX team designed an ecosystem of pages to launch a new flagship IT Management product, GoTo Resolve, along with the rebrand.