Hookman
Hookman solves a problem many developers find frustrating on a daily basis.
When building and testing different versions of a product, services like Stripe can end up sending data to the wrong place. Hookman sits in the middle and routes it where it needs to go, meaning less hassle, fewer mistakes and a smoother way to work.
Hookman was ready to launch, but the brand and website didn’t communicate the value to users and the brand felt generic and flat. We needed to make the offer clear and establish trust before developers would consider using Hookman in their workflow.
The existing site was a good start, but it was trying to say too much. We stripped the copy back and built the page around clear headers and more natural language.
From there, we used simple visual explanations to show what Hookman actually does. Instead of getting into the technical detail at length, we could instantly communicate the idea and show how it would improve the developer workflow.
With the visual identity, we wanted to show the complexity of all of these data paths weaving together to form a net, which connects with the maritime theme of Hookman.
We brought those paths to life with motion throughout the site. As well as helping explain how Hookman works, the animation gives the whole experience a greater sense of polish and quality.
We created a logomark using the hook motif and integrated it into the logotype. We then found ways to animate it both independently and as part of the logo as a whole.
We also created a short motion piece for paid ads, taking the same product idea and reducing it to something that could make sense in a few seconds.
With developers spending time on Reddit and other developer communities, the aim was to put Hookman in front of the right people, quickly communicate the problem it solves and give them a reason to find out more.
The site has now been launched and we’re looking forward to an ongoing relationship with the Hookman team to support the product as it grows.
Jolt can help you work out what to say, how it should look and how to get it in front of the right people. From positioning and brand to websites, motion and campaigns, we bring everything together and get it made.