Felice Della Gatta

Project Tag: digital

  • GOODBIDS

    GOODBIDS

    GOODBIDS was a novel approach to online fundraising—positive auctions, with a twist. Every bid was a donation, and every donation increased in value. It was only up an running for a short while, but in that burst of compassionate creativity we made an impact:

    Over $70K raised across 14 auctions, all in support of 8 Nonprofits doing meaningful work.

    In the auctions we ran, nonprofits like Save The Children and Charity:Water raised funds with online auctions that took minutes to set up. Supporters won prizes like Apple Watches, appearances in Future Best-Selling novels, and concert tickets, all for a fraction of their market value.

    Goodbids was conceived by Seth Godin, and brought to life by an international team of ruckus-makers: Anne Marie Cruz, Avaleen Morris, Blessing Abeng, Fannie Theofanidou, Felice Della Gatta, Jasper Croome, Jennifer Myers Chua, Ramon Ray, Scott Perry, and the team at Viget.

    While the original intent was to commercialize the idea, we’ve now pivoted to open-sourcing the code with the hope that someone will bring this idea to the world. The source code is available here.

    Felice Della Gatta is a brilliant designer. He’s a skilled, empathic and generous creator who brings magic to every project he takes on. He’s insightful and productive, sharing a point of view without letting ego get in the way. If you have the chance to work with him, don’t hesitate.

    Seth Godin

    Founder

    I’ve had the honor of working with Seth Godin and the rest of the GOODBIDS team in the past on the Carbon Almanac, a never-before-attempted, global, volunteer-based editorial project on the most pressing issue of our time—but I digress.

    When he talked to me about GOODBIDS the first time, he had already started riffing with my friend and engineer extraordinaire Jasper Croome, and now they felt the need for someone with an eye for design to make the product beautiful. I said I could help with that.

    GOODBIDS wants to turn charity auctions upside down and inside out with a simple tweak to traditional auction mechanics: in a GOODBIDS auction, every bid is a non-refundable donation to the nonprofit hosting the auction. Our success hinged on the out-of-this-world generosity of those who would resonate with the idea.

    To celebrate that generosity, we created a mascot—Gibby—to support a brand identity that’s energetic, fun, and approachable by combining timeless typography and modern color themes. Gibby is ever-present across all applications as it lives in the GOODBIDS icon, a stylization of its big eye and friendly smile.

    Although the GOODBIDS web app is similar in structure to traditional online auction platforms, we didn’t want to play it too safely. We wanted the product to stand out and make a lasting impression. So, we let it ooze character through its light green background and the exaggerated softness of the UI elements, reinforcing the brand’s friendly and modern character.

    GOODBIDS allows non-profits to create custom auction sites in a few clicks. We asked ourselves how we might allow our users to launch beatiful sites, in line with their brand identity, without getting lost in a myriad of settings and with virtually no learning curve. So we designed a minimalist theme with a few color settings and the opportunity to pick fonts from the google fonts library which makes custom GOODBID’s auction sites ready to go live in minutes.

  • Apex Cool Labs

    Apex Cool Labs

    I first met Evy when she was the chief marketing officer at a startup in San Francisco. She had hired me for a rebrand there, and we’d stayed in touch ever since. During one of her deep dives into strength training recovery hacks, Evy discovered that removing heat via your palms between workout sets speeds up recovery and boosts athletic performance.

    The thermoregulation rabbit hole she fell into led her to Ariel Paul, a rock climbing physicist who had just started experimenting with a portable palm-cooling device of his own invention. A few months later, Evy and Ariel teamed up to launch Apex Cool Labs and reached out to me to design the face of their new brand.

    Felice is an incredibly talented brand designer who I am lucky to have worked with on many projects. He will push you to explore ideas you haven’t thought about and ultimately arrive at an amazing finished product. Beyond his impeccable design abilities, he is a true partner—always diving deep into the business to understand the why behind our design needs and ensure we are moving the needle in the right direction.

    Evyenia Wilkins

    Co-founder

    The product, which they would later call “the Narwhals,” owes its name to the smooth cooling rods protruding from the top of its cylindrical base, resembling the horn of a narwhal (Fittingly, narwhals also live in the cold waters of the Arctic).

    We kicked things off by diving into their vision, competitors, and the attributes they wanted to infuse into the brand. At the time, the focus of the initial brand platform was all about athletes and performance. But things took an unexpected turn when firefighters started using the Narwhals to combat heat stress caused by the extreme conditions they’re exposed to daily. The product was then redesigned to be tougher and more durable, and the brand got a light refresh to reflect that and welcome and include the new segment.

    For the visual identity, we aimed for a bold, rugged aesthetic that embodies strength and performance. The color palette is dominated by deep, rubbery matte blacks, evoking durability and practicality, while accents of light blue hint at the cooling effect of the Narwhals themselves. The logo, with its sharp, angular shapes paired with the brand’s blocky display type, suggests precision and dynamism, reinforcing the technical nature of the brand and its focus on pushing the envelope of safety and performance for both athletes and first responders.

    Although thermoregulation as a sports performance enhancer is still a new field, the Narwhals have found their way into the hands of professional athletes, Olympians, Paralympians, and college teams across the globe.

  • Traackr

    Traackr

    Traackr is the system of record for data-driven influencer marketing, powering the largest influencer marketing programs in the world. The team started out in 2006 with a technology for identifying influential voices based on content published on blogs and social networks. As the company and the practice of influencer marketing evolved, Traackr outgrew its startup brand identity.

    The product is recognized as the industry-leading influencer marketing platform. Still, its identity was fragmented and failed to communicate the brand’s personality, values, and impact on the world’s most loved brands.

    I supported Traackr’s marketing team in elevating their brand presence through a comprehensive design transformation—including a full rebrand, website redesign, and ongoing creative support for their marketing and sales teams. Between 2022 and 2025 this work contributed to a 10x increase in website sessions (41K → 485K) and a 15x rise in organic search traffic (12K → 187K). Additionally, social media engagements grew by +2.5x (20K → 53K).

    Traackr needed a new identity that was sophisticated and contemporary while at the same time simple and flexible enough to be leveraged by its globally distributed team.

    Felice is an incredibly talented brand designer. We feel lucky to have found him! He quickly understood our business and empathized with our audience. His process was organized and well communicated. Despite working across many timezones, we had zero problems accomplishing this project. What first attracted us to Felice’s work was his portfolio and we are thrilled with the end result of our new brand identity. Designing a new identity is a difficult task. Felice worked very closely with us, listened to our feedback and went above and beyond to produce a new identity that we love.

    Evyenia Wilkins

    CMO

    What makes Traackr different is the breadth and depth of the product’s global data, a seamless user experience, and its incredible customer success program. No need to take my word for it, Traackr’s reviews speak for themselves.

    In our quest to create a brand platform that encompasses the many facets that make Traackr so successful, we landed on a new identity representing people, communities, influence, and data through soft shapes, bold yet accessible typography, and an eclectic and vibrant color palette.

  • Roostr

    Roostr

    Jo and Jacky reached out to me because they needed a no-frills, professional brand identity package for Roostr. They needed a logo, color palette, and a set of basic assets and guidelines to launch the brand on social media, finalize their product design, and increase the chances of getting their incubator application accepted.

    I had my brain firing on all cylinders following Jacky across spreadsheets that looked like The Matrix’s raining code patterns to me, all while he patiently explained the technology’s capabilities in terms my little math-averse brain could grasp.

    The value proposition was immediately clear. By helping enterprises make sense of their data, Roostr’s decision engine has the potential to revolutionize the industry by making data teams redundant, and one day, it could eventually be running your entire business. 

    Roostr’s customers range from YC unicorns to publicly traded companies. We wanted to communicate the cutting-edge nature of the product without alienating people or scaring them off, all while elevating ourselves above the noise of the dozens of AI companies popping up left and right at the time.

    We explored a few creative directions and landed on a sleek, data-inspired identity that blends modern typographic choices with sophisticated shades and vibrant contrasts. The bold, ultra-minimalistic, yet approachable icon inspired by the humble spreadsheet cell, the waving flag of the revolution, and a set of building blocks is juxtaposed with a geometric logotype with just the right amount of futuristic flair.

    As part of the project, we explored what the new brand might look like when applied to the product’s interface.

  • The Dentists of Sunbury

    The Dentists of Sunbury

    My friend, author, and brand-naming expert Louise Karsh introduced me to The Dentists of Sunbury. When Dr. Mohit Dubey, the founder of the practice, approached me, he had recently renamed it with Louise’s help and needed a new brand identity to accompany it. He had big aspirations for the future and wanted a brand identity that could scale, potentially franchising in new locations.

    During our early discussions, Dr. Dubey emphasized the need to appeal to a sophisticated and affluent senior audience while not alienating his existing patient base. To achieve that, I designed an identity focused on elegant simplicity and subtle symbolism.

    The clean typeface of the logotype balances a sense of professionalism with a friendly tone, avoiding anything too clinical or intimidating. It’s approachable without feeling overly casual, which is key for a dental practice that needs to convey trust and expertise.

    The color palette communicates health, trust, and calm, while the smiley face hidden in the “of” is a fun way to subtly inject some personality into the logo. It’s playful without being too whimsical, which allows the brand to feel welcoming while maintaining a professional appearance. The icon makes the identity feel approachable, human, and trustworthy.

    With its distinctive “of” smile, the primary logo lockup provides a strong visual anchor that allows for easy adaptation across future franchised practices. This makes the brand highly flexible and scalable—whether it’s “The Dentists of Melbourne” or “The Dentists of Adelaide,” the logo maintains its core identity while seamlessly integrating new locations, ensuring consistency and brand recognition as the practice expands.

  • Generation Carbon

    Generation Carbon

    While volunteering for The Carbon Almanac, I found myself working alongside a passionate group of fellow Italians, who later invited me along to start Generation Carbon, an Italian volunteer-based organization focused on educating younger generations about climate change.

    We needed a brand identity to help carry our mission forward, so we talked about what that might have looked like. Generation Carbon focuses on educating students—specifically kids, teens, and young adults—about the issues and solutions to climate change. Our identity needed to resonate with this younger audience and the institutions whose support was fundamental to our mission.

    Felice is a design wizard and it is always a pleasure as well as a certainty to entrust him with our projects. Always open to discussion, he was able to interpret and reinterpret our feedback to create, in a few rounds of drafts, a design for our logo that fully expressed our essence, our values, who we are and who we would like to be. A more beautiful and more suitable logo for us could not have been realized. We are truly fortunate and honored that he’s part of Generation Carbon.

    Barbara Orsi

    Co-founder & President

    Loss of biodiversity is probably the most tangible effect of climate change. Scientists claim that over one million species risk becoming extinct in the coming decades. Among these animals, the monarch butterfly stood out as the perfect metaphor for the radical transformation our team is working towards. Its distinctive form and color allowed us to create a logo that worked on multiple levels. The stylized, simplified icon of the monarch butterfly became the brand’s signature, with an extremely stylized design that might also resemble a burning flame—a nod to the urgency of our work at Generation Carbon.

    To appeal to the younger audience, I paired the butterfly icon with a friendly and blocky typeface with an organic character reminiscent of worn-out woodblock letters. The colors reflected the butterfly’s vibrant palette, using deep oranges for the icon and a rich, dark green for the text and other elements of the identity. The orange serves as a striking accent against the grounded, earthy green, balancing energy with stability. The response to the monarch butterfly logo proposal was immediate and enthusiastic. The team instantly connected with the design, and it became the cornerstone of Generation Carbon’s brand.

    Since launching the new identity, the team has made incredible strides. Thanks to strategic partnerships with local organizations and under the patronage of the Italian Ministry of Environment and Energy Security, our educational programs reached over 25,000 students in 2024 and are set to reach 38,000 more in 2025.

    Illustrations by Michi Mathias

  • Marco Polo Group

    Marco Polo Group

    When Marco Polo Group approached me, they had already been shaking things up in finance for a few years with a web3 platform powering financial services for private companies and institutions worldwide to empower SMEs and Investors while extending access to markets and financial services to everyone.

    The brand identity I designed for Marco Polo is built around the four-pointed star icon, a stylized compass representing the mission-driven nature of the company.

    The star also appears on the saddle of a custom-drawn donkey mascot featured in the badge logo lockup. An unexpected but charming graphic element and a nod to the traditional values of hard work, patience, and the simpler, community-based economic systems of the past. The color palette of rich reds, deep blues, and earthy neutral tones inspires trust, reliability, and strength.

    For Marco Polo, I also designed a single-page website in light and dark mode. Whether you’re a tech-savvy investor or new to the blockchain space, the website will welcome you with strong, clear typography, a structured layout, and straightforward messaging about everything Marco Polo Group offers.

    Marco Polo Group’s new brand identity balances the old with the new, combining traditional values with cutting-edge technology and a bold vision for the future.

    3D art by Shubham Dhage