EmailOctopus brand & marketing

Brand and marketing website redesign for email marketing product

EmailOctopus website UI

Otto, EmailOctopus’s much loved brand character was due a makeover. It had been over 6 years since he was conceived and the team were keen to evolve his look along with the rest of their brand identity.

The marketing website would also be completely redesigned to give the email marketing platform a whole new marketing presence, allowing them to push on in their growth ambitions.

Having redesigned the product just under 18 months ago, Vector were honoured to work with EmailOctopus again though this time the entire project was undertaken remotely due to the UK’s Coronavirus lockdown.


User Experience Design
Brand Design
Responsive Design
Information Architecture
Interactive Prototyping
Stakeholder Research
User Journey Mapping
Visual Design

Team members

Sanjay Sinha
Andrea De Armas


5 months



EmailOctopus had already undergone an internal exercise to establish their mission, vision and values and through a brand workshop with us, a brand personality was developed to help create their new brand identity.

With the marketing website the team wanted to bring their customers to the fore, telling their stories and not just highlighting the product’s features.


Research & planning

Over the course of 3 workshops we worked collaboratively to develop a more detailed brief, challenging each other’s ideas and identifying key areas for improvement of the current brand and website.

Meetings were held via video calls and it was important to get to know the team and their aspirations and most importantly the audience they wanted to attract in order to develop a visual identity that was fit for purpose.

  • Brand marketing design collaborative team

Visual design

The first phase of the project involved researching hundreds of visual references and compiling mood boards for the overall creative direction for the brand. Presenting and getting detailed feedback from the EmailOctopus team led to further exploration and sketching of initial ideas for the new Otto.

  • Full logo design

Alongside the logo, a strong, sea themed colour palette and set of illustrations were designed – providing a visual language that could be used across all their channels.

  • Brand design system

The website design focussed on their customers and the actual emails that are created on the platform, clearly communicating the value of the product and customer centric philosophy of the team.

  • EmailOctopus UI design

We loved working with Vector. Rebranding our small business was a huge undertaking: high risk, high emotion. But Sanjay and Andrea guided us through with empathy, expertise, patience and creativity. We're so happy with the finished product.

- Jonathan Bull, CEO, EmailOctopus

Brand kit

A key aspect of the project was the development of a design system that gave the team a set of guidelines for the brand but also a practical promotional toolkit allowing EmailOctopus to create advertising banners, social media posts and marketing emails easily and confidently in-house in the future.

  • Brand kit design system
  • Social media design


EmailOctopus now has a distinct new brand, striking website and marketing toolkit that their growing team can use to communicate across a range of digital channels. We look forward to seeing Otto out in the wild over the coming months!

  • Design guidelines

Ready to talk?

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