Upspire Labs

Transforming Quokka: A Comprehensive Brand and Website Overhaul

Quokka teamed up with Upspire Labs to revamp their brand and online presence. This case study covers the creative and strategic efforts that took Quokka to new heights.

Project Details

Quokka, a leader in protecting enterprise organizations from emerging mobile app threats, partnered with Upspire Labs to redefine their brand identity and digital presence. This case study details the strategic and creative processes behind the complete evolution of Quokka’s brand and the redesign of their website, highlighting the collaborative efforts, innovative solutions, and measurable outcomes that propelled Quokka to new heights.

Brand Overhaul

We focused on evolving Quokka’s brand identity by aligning the brand’s visual identity and voice with its corporate strategy, positioning, messaging, and market insights. This involved incorporating Quip, Quokka’s refreshed mascot, as a digital companion on the website. Key deliverables included updated Quokka brand guidelines and a library of branded visuals.

Reimagined Website

For the site architecture, we aimed to optimize the information architecture (IA), main navigation, and footer to enhance user experience (UX) for visitors. This was informed by Quokka’s audience, positioning, and SEO strategy, to create an intuitive UX that maximizes content engagement and captures demand effectively. The homepage featured custom design and content optimized to communicate Quokka’s value, problem-solving capabilities, and benefits, encouraging visitor engagement.

A New Approach to Visual Design

We developed designs and page templates optimized for various content types, including product, solution, industry, and role-based landing pages, blog posts, podcast episodes, events pages, company, leadership, careers, and partner pages, legal and compliance pages, and a Resource Center powered by PathFactory. Interactive and dynamic components included use case and role-based interactive illustrations, an app scanning technology demo, a widget explaining Quokka’s ethos with Quip, and dynamic content suggestions. Imagery encompassed product images, visualizations, infographics, branded iconography, and GenAI art hero visuals.

Third-party Integrations

For demand generation, we created lead generation CTAs and landing pages (Contact us, Demo, Event sign-ups, Newsletter subscription). Technical integrations included Hubspot and analytics (Google Tag Manager, Analytics, Search Console), other integrations (Lever,, social sharing visuals, chatbot, cookie consent, site search), Wordpress audits and recommendations (plugins and templates), web security best practices, and website accessibility design.

In collaboration with an SEO agency, we optimized website performance based on Google’s Core Web Vitals, implemented optimized metadata and markup, updated 301 redirects, and implemented XML sitemaps.

The Results

In the 2 months following the website launch, the project demonstrated significant progress and success, including:

• 6x increase in demo form completion rate

• Improvement in keyword rankings, impressions, and clicks in Google Search

• Increased average time on site

• Heightened engagement with Tier 1 target accounts, leading to more stakeholders being invited to meetings based on the updated messaging found on the new website

The Response

“Wow. The new website looks great.What a huge step forward for our company. It totally elevates the company and puts us at a new positive inflection point. The team is raving about it. What a wonderful job.”

• Dana Waldman, CEO, Quokka

“Another win for the website. Meeting planned with [customer] next week and due to some of the new positioning they are inviting more folks than previously planned!”

“This is really a huge step forward…the attention to detail is impressive”

• Chris Gogel, VP & GM, Public Sector & APAC, Quokka

“We could not have completed this project on this timeframe at this caliber with anyone else.”

• Tiffany Early, VP Marketing, Quokka

Summary

HyperGo.io, a competitive player in the link-in-bio space, partnered with Upspire Labs to reimagine their brand identity. The goal was to create a logo that not only resonated with their target audience but also resolved positioning challenges caused by their previous design. By crafting a fresh, modern look and introducing a dynamic mascot, Hype the Hare, we helped HyperGo establish a fun, professional, and memorable identity that stands out in their industry.

The Challenge

HyperGo.io’s existing logo struggled to connect with their audience and created confusion around the brand’s purpose. This misalignment in positioning made it challenging for HyperGo to compete in the fast-growing link-in-bio space. The founding team needed a logo that reflected their product’s professionalism while being adaptable, approachable, and visually engaging.

The Solution

Upspire Labs worked closely with HyperGo’s team to rethink their brand identity. Through an iterative design process, we explored multiple concepts before finalizing a fresh, modern look anchored by their new mascot, Hype the Hare. The redesigned logo and mascot achieved several key goals:

• Professional yet Playful: Striking a balance between professionalism and fun, the new logo communicates HyperGo’s value while appealing to a wide audience.

• Memorable & Versatile: Hype the Hare serves as more than just a logo—it’s a brand ambassador that works seamlessly as an app icon, on stickers, apparel, and swag.

• Industry Fit: The design aligns with the expectations of the link-in-bio space while ensuring HyperGo stands out with a unique, recognizable visual identity.

The Results

HyperGo’s refreshed brand identity positions them confidently in their industry. The introduction of Hype the Hare provides a consistent and engaging visual element that strengthens their brand presence across various platforms and marketing materials. As HyperGo continues to grow and evolve, their new identity ensures they are equipped to connect with their audience in a meaningful and memorable way.