Dana Smith Design
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Goldfish Marketing

Hope For Aliyah is an Aliyah Education/Coaching organization. This case study will walk you through my work with them in branding and website design.

Goldfish marketing

Role: Lead Designer
Done with: Goldfish Marketing

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Background

Fact about myself: I have an unexplainable phobia of fish. So, when the crew at Jeru Marketing decided their new name would be Goldfish Marketing, I was immediately afraid. Goldfish Marketing is a digital company in Jerusalem, Israel. They handle all things social media, digital marketing, development, and design. Since their founder’s last name is Fichman (pronounced “Fishman") the name is perfect for them. So I conquered some fears, and we got started in logo exploration.

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Identity Finalization

When a company or product name has some overly obvious imagery that I already know I probably want to stay away from, I still have to draw it out. It gets the idea out of the system. So I went through some fish sketches initially. Anything close to literal was too cartoony and cute. This is a fun group of people, but they’re also seriously hard workers who have big clients - cartoon didn’t fit here. Focusing on elements and surroundings of fish - the implied shape and movement, their scales, their bubbles - I pushed thing into a more abstract direction. They chose the bubble route, but I needed to find the right text balance.

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The Site

Goldfish Marketing’s existing site had good structure and navigation, what it really needed was a visual update. The focus of the site is conversion of potential clients. Clearly explaining services, showing previous work, and making it very easy to contact were our focuses. I kept the color scheme limited and created repeatable elements. This both makes for a very consistent experience as potential clients go from page to page but also makes it easy for the Goldfish team to reuse components as they need in the future. The site overall has a significantly more mature and steady impression but the branding persists in a way that keeps things fun and light as well.