Visual transformation of a leading data company

Building a brand system for a data company that had outgrown its identity

Context

Netquest is a global market research company that had moved well beyond traditional surveys. By combining surveys, digital behaviour, geolocation, audio matching, and passive data, it had built a genuinely differentiated product: a complete, real-world picture of how consumers think, move, and behave.

The problem was the brand didn’t reflect any of that. It looked like every other data company — technical, dashboard-heavy, interchangeable. As the audience expanded from researchers to marketing leaders and decision-makers, the gap between what Netquest could do and how it presented itself became a real business problem.

My role

Design Lead
Brand Strategy, Visual Identity & Design System.

Working across
Marketing, Product, Engineering, and an external creative agency.

The challenge

The market research space is saturated with brands that all look the same: charts, gradients, and claims about data-driven insight. Netquest had something genuinely different to offer, but its visual identity wasn’t communicating it.

The shift in audience made this more urgent. Researchers are comfortable with complexity. Marketing leaders and decision-makers aren’t — they need clarity, confidence, and a brand they can trust immediately. The identity needed to make that shift without losing credibility with the technical audience already there.

At the same time, whatever we built had to live inside HubSpot. Not as a workaround — as the primary system. Every component, every template, every brand expression had to work within the platform’s module structure, rendering limitations, and the way marketing teams actually use it day to day. That constraint shaped every decision.

What Made It Hard

Getting engineering to implement the system correctly inside HubSpot required close collaboration and repeated alignment across multiple rounds of delivery.

An external agency was brought in to support execution. Quality issues emerged during the process that required rework, introducing delays and adding pressure to the timeline.

The brand needed to work for two very different audiences at once: technical researchers and senior marketing decision-makers.

The identity had to be expressive enough to differentiate, but restrained enough not to compete with the product and data visualisations it would sit alongside.

The Strategic Idea

Netquest’s existing tagline was Symphony of Data — the idea that multiple data sources, brought together, create something more meaningful than any single one alone. That metaphor became the foundation for the entire visual identity.

A symphony works because different instruments play in harmony. Netquest works because surveys, geolocation, audio matching, and behavioural data are orchestrated into a single, coherent view of the consumer. The visual language grew from this: wave forms, frequencies, radial compositions — the same graphic structures used to represent sound are also how you visualise data. Both are built on rhythm, repetition, and measurable structure.

Why the dancer

Data is not static. It moves and gains meaning through interpretation. The dancer became the central brand image because when someone spins, you see them completely — a full 360º presence in motion. That’s exactly Netquest’s promise: a complete, multidimensional view of the consumer.

The decision to use the dancer rather than data visualisations as the core brand expression was deliberate. Charts and dashboards are product tools — they belong in the interface, not the brand. Keeping brand expression abstract and human meant it could sit alongside the product without competing with it. The brand stays memorable. The product stays usable.

Design System

The identity only works if it scales. To make sure it would, we translated the visual language into a HubSpot-native design system used across marketing, product, and CRM.

We built modular, reusable components that teams could assemble independently — pages, emails, landing structures — without going back to design for every update. Consistency was built into the components themselves, not dependent on whoever was using them.

Key pages and modules were validated through usability testing before rollout, refining hierarchy, content structure, and interaction clarity. This wasn’t a visual QA pass — it was about making sure the system worked for the people who would use it every day, under real conditions.

What Changed

For the brand

A clear, differentiated position in a saturated category.
Brand expression that communicates complexity without being complex.
A visual system that works for both technical and non-technical audiences.
Separation of brand and product layers — each doing its job without. competing.

For the organization

Marketing, product, and engineering working from the same system for the first time.
Teams able to build and update pages and emails independently, without design bottlenecks.
A repeatable production process that maintained brand consistency at speed.

Impact

The brand transformation enabled

A clear and differentiated market position in a saturated category
A shift from research-centric perception to clarity-driven communication
Stronger alignment between brand, marketing, and product execution
Faster activation across campaigns, product launches, and key touchpoints

Netquest evolved from a generic data provider into a confident, distinctive brand with a cohesive system and strategic narrative.

+233%

Year-on-year growth in contacts through HubSpot channels

600k+

website visits supported by modular landing structures

~2×

faster page and email production for marketing teams

Clearer conversion paths

Improved hierarchy, stronger CTAs, and more confident user journeys contributing to higher-quality pipeline in 2025.

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DESIGN-DEPT.

Barcelona, Spain
Phone: +34 622 712 521
Email: fabioestellita@gmail.com
Linkedin: /in/fabioestellita/