Wakoopa | Brand & Digital Experience Identity – Design Dept. by Fabio Estellita

Depositioning Wakoopa from generic software vendor to specialist platform.

Clarifying positioning through audience-specific brand and digital experience.

My role

Creative Direction, Brand Identity, and Digital Experience. I owned the visual system and website redesign. UXUI Designer Fran Cabeza and working closely with Product, Engineering, and Marketing across the full project lifecycle.

1. Where Wakoopa was

Business Context & Business Goals

Wakoopa builds passive metering software that tracks digital behaviour across devices for research panels and brands.

Over time the product had evolved into a specialised behavioural data platform. The brand and website hadn’t kept up. They still looked like a smaller, more generic version of the company.

As the audience expanded beyond technical researchers, the gap between what the product could do and how the market perceived it became a positioning problem.

The goal was to close that gap: realign the brand and digital experience with the maturity of the product, and make Wakoopa read as the specialist platform it had become.

2. The clarity problem

Problem

The problem wasn’t visibility. It was clarity.

Panel operators and brand-side clients landed in the same experience, with the same navigation, messaging, and conversion paths. Two very different buyers, one generic journey. None of it felt built for either of them.

At the same time, the identity no longer reflected the maturity of the product. The visual language felt generic and interchangeable, in a category increasingly defined by specialised behavioural data platforms.

The challenge was repositioning Wakoopa without overcomplicating the experience. The product needed to feel more expert, more focused, and more relevant to the people actually buying it.

3. Two journeys

Approach & Rationale

The original site tried to speak to everyone at once. The most important decision was structural: splitting the experience into two distinct journeys, For

Panels and For Brands. Everything else followed from that.

The visual system needed the same clarity. The old hero, a team sitting inside an exploded laptop, was expressive but distracted from the positioning.

An infinity mark replaced it, reinforcing the product idea instead of competing with it. The colour system shifted from orange, which signalled accessibility, to a dark and green palette that signals expertise. Black and green belong to terminals, developer tools, and data environments, so the identity borrowed credibility from the computing language Wakoopa’s buyers already trust.

This meant a deliberate trade-off. The previous site carried more product detail, certifications, and technical specifications. The redesign prioritised positioning and clarity first, earning attention before earning trust through detail later in the journey. The platform work itself stayed scoped to UX improvements within the existing infrastructure, not a full rebuild.

4. Building the system

Execution

The work ran across four fronts.

Research and positioning came first: analysing the existing brand and mapping user journeys to find exactly where navigation, messaging, and conversion paths were breaking down across the two audiences.

The brand system followed: a refined wordmark, the infinity mark as a standalone symbol, the dark and green colour system, and an updated photography direction.

The website was rebuilt around the two buyer journeys, with navigation, messaging, page hierarchy, and CTAs restructured for For Panels and For

Brands as separate paths. Inside the product, the platform work improved information architecture, reduced navigation friction, and refined data visualisation patterns across core workflows.

5. What changed

Outcomes / Key Insights

Wakoopa stopped presenting itself as a generic software vendor and started reading as what it had actually become: a specialist behavioural data platform.

The two audiences no longer shared one compromised experience. Panel operators and brand-side clients each landed in a journey built for them, with language, navigation, and conversion paths designed around how they actually buy.

The brand itself now signalled expertise rather than accessibility. By moving into the dark and green visual world of data environments, the identity aligned Wakoopa with the systems its technical buyers already trust.

This was also the first time Wakoopa could see the effect of its own brand and site decisions. Web performance started being tracked against the rebrand, which turned positioning from an argument into something measurable.

6. What I learned

Learnings

The biggest shift in this project wasn’t visual. It was structural.

Splitting the experience by audience, For Panels and For Brands, clarified every decision that followed: navigation, messaging, hierarchy, conversion paths. Without that separation, every part of the experience stayed a compromise. One structural decision did more for the positioning than any individual visual choice.

One thing I would approach differently today: bringing content depth into the repositioning earlier. The redesign prioritised clarity first and detail later, which worked. But a stronger identity and more specific product communication aren’t competing goals. They are better designed together from the start.

7. Impact

2022 was the first time web performance at Wakoopa was tracked against brand and site changes. This is the first measurable view of what the rebrand did.

Two measurable shifts post-rebrand, across traffic and website performance.

3X Web traffic growth in the first year
Around 1K sessions in Q3 2022 to a peak of 4.2K in Q2 2023, Wakoopa.com analytics. A niche B2B passive metering product, where the audience is small and specific by nature.

Driver: Site restructured around two clear buyer journeys, For Panels and For Brands, each audience receiving language, navigation, and conversion paths designed for them specifically.

Website performance, post-rebrand Visit-to-form conversion up 0.20pp at peak versus 2022.
Bounce rate down 10pp year over year. HubSpot website analytics, measured across 2023. For a niche B2B product with long sales cycles and high contract value, even small conversion gains translate to meaningful pipeline.

Driver: Audience-specific page hierarchy, navigation, and CTAs designed around the two buyer journeys.

Identity

The brand shifted from orange to a dark and green palette. Black and green belong to terminals, developer tools, and data environments. The identity borrows credibility from the visual language Wakoopa's buyers already trust.

Two journeys

For Panels and For Brands. Two distinct audiences, two dedicated paths. Navigation, messaging, and conversion rebuilt around how each buyer actually evaluates and purchases.

Platform

Information architecture improved, navigation friction reduced, data visualisation patterns refined across core workflows. UX improvements scoped within the existing infrastructure, not a full rebuild.

Website

The site moved from institutional presence to demand generation. Page hierarchy, CTAs, and content restructured around the two buyer journeys. Positioning and clarity first, product detail deeper in the experience.

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DESIGN-DEPT.

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