Attracting new audiences to Cabinet with a refreshed website & brand

Overview

As Cabinet’s product matured they started to reach new audiences, from their core Executive Assistants out to Business Owners and Enterprise. They asked us to refine their brand and refresh their website to meet this change, allowing them to market to new user groups and take a simplified look and feel to market.

How we added value

To meet this change we started by defining the new range of audiences. This formed a foundation for an evolved, simplified brand that reflects Cabinet’s value and a more capable, engaging site based around real needs & goals.

Cabinet is a human-in-the-loop intelligent scheduling platform that saves executive assistants, sales teams, and other heavy schedulers two hours per day.

Friendly services

  • Web Design
  • Brand Development
  • Product Design
  • Marketing Support
Aalto mobile app UI with two home listings and a title at the top saying 12 new matchesAalto mobile app screen showing Seller Q&A with collapsable questions and answersMobile screen showing a kitchen with a virtual tour badge

How we helped Cabinet connect with a whole new audience

Aalto mobile app UI with two home listings and a title at the top saying 12 new matches

Starting with the users

To effectively target new audiences we started with workshops to define groups and create personas for 
each one.
Aalto mobile app screen showing Seller Q&A with collapsable questions and answers

Prioritizing based on needs

We arranged and prioritized product benefits and features to show users how they could achieve their goals and avoid their pain points.
Mobile screen showing a kitchen with a virtual tour badge

Refining the positioning

Low fidelity designs, populated with real copy create a structure and flow that showcases the product and drives trial sign ups.
We crafted content that leads with benefits and follows with features
Designed to be eye-catching and engaging, the new website explains how each audience group’s life will be improved before focusing on the technical details and functionality that makes it happen.
“Working with Friendly has been awesome from day one. They have been delivering designs super fast! They are very talented in multiple dimensions, they can grow with you and they’re just a pleasure to work with.”
Hear from Julia
Cabinet’s co-founder and CEO
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Aalto mobile app UI with two home listings and a title at the top saying 12 new matchesAalto mobile app screen showing Seller Q&A with collapsable questions and answersMobile screen showing a kitchen with a virtual tour badge

A clean brand evolution that feels human

Aalto mobile app UI with two home listings and a title at the top saying 12 new matches

Simplifying the pallete

A reduced range of colors that feel calming in a busy world and ensure accessibility compliance.
Aalto mobile app screen showing Seller Q&A with collapsable questions and answers

Modern type

New typography that reflects the personalization and efficiency at the heart of the product and stands out against competition.
Mobile screen showing a kitchen with a virtual tour badge

Image treatment

We utilized cropping and cutouts to integrate recognizable brand shapes and color with both photography and UI.
A flexible brand system
Based around a 9x9 grid we created a system to allow brand assets to be both flexible and familiar. Each one can consist of color, photography, UI and even messaging.

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