Sketching ✏️

Today, GoCanvas has over 150 employees with offices established in the US and Austrailia, and has frequented the Best Places to Work lists of notable publications such as the Washington Business Journal, the Washingtonian, Forbes, and Inc. It was time for a change. The old company name, 'Canvas,' wasn't reflected in the website URL, www.gocanvas.com, and other well-known companies were using the same name. As a result, search engine optimization dropped Canvas to the third page on Google. All of these issues had snowballed and started to impact user clarity on what Canvas is and, more importantly for the stakeholders, started affecting trial signup numbers.

The first step was clear; the company had to change the name. In addition to the lack of consistency across web URL's, our sales department would receive calls from people assuming we were another company entirely. After many strategy meetings and due diligence, our CEO agreed—’Canvas’ was to be renamed ‘GoCanvas’. It's important to note; leadership held very firmly to the old logo - a challenge that my product team was aware of going in. We began sketching to generate ideas–good, bad, and ugly.

Plenty of options were created with promise, but there remained a challenge with making sure that the core values of GoCanvas integrated well with a proposed design solution. "Empowering every business to expedite their processes..." A thought crossed my mind. Every business? It seemed impractical. Realistically, each company has its processes and procedures; how can we possibly fit into all those different verticals? To encompass everything, means to have no limits.