Growth Lab – Branding


Growth Lab, founded in 2020 by Javier Viñas (growth hacker, web analyst and self-described “spreadsheet nerd”) is a group of professionals passionate about creation and optimization of digital products.


The Growth Lab initiative has been long-brewing in Javier’s mind – initially it started as a series of lectures and workshops related with growth hacking and digital marketing. The project’s biggest challenge was to successfully transform a 100% educational product into a B2B/B2C business, branching into the following: digital analysis & optimisation for B2B clients and educational services for B2C.


In order to prepare a complete brand strategy I had to correctly identify the company’s mission, values, target audience and tone of voice. In order to do so I have organized a few branding exercise sessions with Javier, that helped us define the most important characteristics of Growth Lab.

During one of the workshops we have defined the brand’s archetypes as:

  • The Sage (as the principal one) – helping people better understand the world, by providing practical information and analysis
  • The Magician (secondary) – helping people transform their world, inspiring change and expanding consciousness

That helped us decide on the main brand’s characteristics and establish the way they approach each project.


Curiosity is the driving force that keeps them going


Characterized by their pragmatic approach


Wishing to help out in whatever way they can


Always keeping their word

GL-what we do

The next step was defining our target audience – in order to understand who we want to reach, where to find them and how we should communicate with them. Once this information was gathered and well documented I started working on the tone of voice guidelines.

Since the digital marketing world can sometimes turn into a minefield, filled with confusing terminology and the currently trending keywords (that nobody truly understands), Growth Lab’s main goal is to always communicate clearly, avoid technical terms and demystify certain concepts. We want to assist our clients, become their best ally by sharing all our digital product knowledge (without being patronizing).

GL-tone of voice

Once the strategic part was completed I started working on the visual identity. My main ideas for the logo design revolved around the concepts of scientific research, data analysis, growth & transformation.

Logo animation
GL-logo brandbook
Logo variations & correct use
GL-palette hex
Proportional color palette
GL-palette and gradients
Primary & secondary palette, gradients
Primary type: Space Grotesk

A proportional sans-serif typeface variant based on Colophon Foundry’s fixed-width Space Mono family (2016). Originally designed by Florian Karsten in 2018, Space Grotesk retains the monospace’s idiosyncratic details while optimizing for improved readability at non-display sizes.

Used mainly for: titles, headers, prominent paragraphs, subtitles, buttons & navigation

GL-space grotesk
Secondary type: Lora

A well-balanced contemporary serif with roots in calligraphy. It is a text typeface with moderate contrast well suited for body text. A paragraph set in Lora will make a memorable appearance because of its brushed curves in contrast with driving serifs. Technically Lora is optimised for screen appearance, and works equally well in print.

Used for: body copies, captions, footnotes

GL-font use no margin
Font use
Google Workspace Alternative – DM Sans

A low-contrast geometric sans serif design. It supports a Latin Extended glyph set, enabling typesetting for English and other Western European languages. Designed by Colophon Foundry.

Used as a substitute of Space Grotesk within Google Workspace environment.

GL-google font use no margin
Email alternative – Arial

A contemporary sans serif design, Arial contains more humanist characteristics than many of its predecessors. An extremely versatile family of typefaces which can be used with equal success for text setting in reports, presentations, magazines etc, and for display use in newspapers, advertising and promotions.

Replacing both Lora and Space Grotesk in the emails.

GL-email font use no margin
Iconography – Blocky Icons (designed by Afnizar Nur Ghifari)
Photography moodboards

Considering the previously identified target audience for the B2B & B2C segments we have chosen the following platforms as main communication channels:

  • Youtube for tutorials and webinars;
  • Linkedin for short content pills.