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Hatch 

Hatch is a global startup program run by DigitalOcean that aims to help startups already partnered with accelerators, incubators, and VCs grow their business.

Hatch is a global startup program run by DigitalOcean that aims to help startups already partnered with accelerators, incubators, and VCs grow their business.

Company
DigitalOcean

Company
DigitalOcean

Project Date
2016

Project Date
2016

Role
Art Direction · Design

Role
Art Direction · Design

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Challenge

Connecting with founders

The visual language at DigitalOcean was designed to convey technical concepts in an abstract way. It’s great for tackling concepts such as scaling your infrastructure or load balancing your server. It’s not as good at empathizing with founders.

Connecting with founders

The visual language at DigitalOcean was designed to convey technical concepts in an abstract way. It’s great for tackling concepts such as scaling your infrastructure or load balancing your server. It’s not as good at empathizing with founders.

Process

The stakeholders and I brainstormed names and for what an incubator program at DigitalOcean could be and Hatch fit the vision best—a program that helps founders grow their idea. After learning more about startups, I realized that geodes and startups have a lot in common—they don’t seem like much at first, but with the right tools and effort, they can become something great.

I worked with designer Pat Raubo to visualize a geode in the DigitalOcean style. Once the stakeholders were onboard with the concept, I began to further explore and abstract the geode mark. Once the mark was finalized, I created the rest of the brand assets, borrowing shapes from the mark to form icons and illustrations that would eventually live on the landing page.

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Solution

The story of the startup

DigitalOcean understands what it means to launch an idea from the ground up as well as the challenges that come along with scaling quickly. This is a challenge that all founders have experienced with their business. I leveraged that shared experience to better connect with founders and create the Hatch brand—a brand that tells the story of the startup.

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Impact

Over 2,000 organizations are currently using the Hatch program to help build and scale companies and deliver innovative products that are changing the world.

Team Members

Head of Marketing
Mitch Wainer

Brand Manager
Earl Carlson

Head of Demand Generation
David Dorman

Visual Designer
Pat Raubo