The new era of Askable: behind our brand refresh

What started as an idea scribbled on a sticky note has transformed into a platform that's revolutionising how teams do research. And just like the research we power, we’re always evolving. 

Today, we’re excited to introduce Askable’s brand refresh. A new look that reflects the bold, industry leader we’ve become, while keeping the same human touch that got us here in the first place.

From a sticky note to the world stage

Askable has always been more than just a research tool. It’s a partner in helping teams find the insights that shape real, user-centred solutions. Over the years, we’ve expanded from a single question—“How can we make research easier?”—into a platform designed to answer that. 

"Since 2017, Askable has helped hundreds of brands around the world. Our new look embodies that growth, representing the evolution of a platform that now influences products and experiences impacting billions of people worldwide," said John Goleby, CEO and Co-Founder at Askable.

"Our brand refresh needed to embody that, reflecting not just the features we offer, but the people we serve. Curious, creative, and always pushing the boundaries of what’s possible."

As Askable continues to reach new heights, this brand refresh brings a renewed focus on the people and partnerships that drive our success, grounding our identity in those we serve and the insights they uncover.

"We took a look at everything—from our design and colours to the way we communicate—through the lens of who we are today: a global platform helping teams turn insights into impact," said Anurag Balagam, Head of Marketing at Askable.

"At the core of our rebrand are the three pillars that make Askable what it is: the researchers who conduct projects, the participants who power the insights, and the platform that connects them seamlessly."

A brand identity rooted in purpose

With that mission in mind, we set out to create a brand that feels as dynamic as the research we help power. So what’s new? Let’s dive into the elements that make up Askable’s brand refresh. 

Human-centred design

Research is all about understanding people, and we’ve carried that idea through every aspect of our refreshed brand. Our design and content is welcoming, curious, and never robotic.

“Every colour, line, and shape in the refreshed brand was chosen to reflect the open, human-centred approach Askable is known for,” said Brendan Pearce, Visual Design Lead at Askable. 

“The choice of typography was very intentional—I wanted it to have a boldness and human touch to break away from the overly clean feel that can make brands feel sterile.”

This human-centred design philosophy extends seamlessly into our brand’s voice, where every word is chosen to engage users as real people with genuine curiosity, rather than simply conveying information.

“Our voice is the first point of connection, so it was important for the brand voice to bring out the excitement of discovery,” added Rachel Westbury, Content Lead at Askable. 

“We’re speaking to real people, not personas. The goal was to make our voice reflect the human-centred values Askable is built on.”

Simplified, but bolder than ever

We’ve stripped things down for clarity but kept our punch. Sleek, modern visuals with a playful edge, because research should never feel heavy.

“The visuals are intentionally bold to draw users in, but the simplicity is what makes the experience feel effortless,” said Richard Dobson, Head of Design at Askable. 

“The goal was to make the design sleek and modern, but with a sense of playfulness. We want users to feel empowered, not weighed down by research.”

While the design draws users in with its bold simplicity, the brand voice reinforces this clarity by making language just as accessible and inviting.

“Clarity is key, but it doesn’t have to come at the expense of character,” added Rachel. “We’ve skipped the jargon and kept our words clear and characterful.”

“Most importantly, we’ve distilled Askbable’s distinct spark—because just like design, language can be both functional and fun.”

More movement, more fun

We’ve supercharged our look with lively illustrations and a fluid interface that feels as dynamic as the insights you’re uncovering. 

“We wanted to keep things human, so we used hand-drawn elements that bring a sense of warmth and creativity, almost like someone’s sketching alongside you,” said Brendan. 

“The font and illustrations work together to create a playful, approachable look—one that feels less like a corporate brand and more like a conversation-starter.”

“Our language reflects that same vibrancy,” added Rachel. “The goal is for users to feel guided, not instructed. The words and visuals work together to make research feel like an inspiring exploratory process—not something overly technical or dry.”

“We believe research can drive real-world transformation, and our mission is to empower users to discover insights that have the potential to make an impact.”