The project where working inside a brand from the ground up revealed the process that became An Ideas Merchant.
The Origin
Working as the in-house brand designer at GoSweetSpot gave me something valuable: full visibility across a brand from the inside. I was responsible for the visual identity, the content strategy, the positioning, and the way the brand spoke across every touchpoint.
That role revealed something I have carried into every project since. The brief is rarely the real problem. Getting to the root of what a brand is actually trying to do, who it is really for, and what it genuinely needs to say requires a structured process. Not just instinct. Not just taste. A repeatable framework.
GoTrack was where that understanding crystallised. I mapped the user journey across four distinct user types, identified the real gaps, and designed a product that addressed them. That process became the foundation for everything An Ideas Merchant does today.
“GoTrack did not start as an app brief. It started as a brand strategy question: who is actually experiencing this product, and what do they need? Everything followed from that.”Aidan · An Ideas Merchant
GoSweetSpot handled the logistics well for their B2B clients. But the people on the receiving end had no clean, contained way to track what was coming, or what they had sent, without endlessly searching emails. The experience was fragmented at the most critical moment in any transaction. That gap was the brief.
A user journey mapping exercise across four user types: B2B clients, B2C shoppers, delivery drivers, and end recipients. Each had different discovery patterns, pain points and needs. Mapping them together revealed the architecture for an app that could serve all of them. That map became the brief.
GoTrack shipped to both the Apple App Store and Google Play. Android alone shows 10,000 verified downloads, with Apple bringing estimated total reach to 15,000 to 20,000 users. Strategy that started on a whiteboard became infrastructure for thousands of New Zealand businesses.
Strategy
A CORE strategy session with the GoSweetSpot team, run on paper, before a single pixel. Six lenses turned instinct into a shared, repeatable definition of who the brand is, and refuses to be.
Brand Attributes
Value Proposition
“We are a friendly solutions provider for growing businesses, making their lives easier by saving them time & money.”GoSweetSpot
The Mark
GoTrack had to read as its own product, yet unmistakably belong to GoSweetSpot. The mark is derived directly from the parent lockup, same weight, same warmth, then set in italic to convey motion: a parcel already on its way.
Parent brand
Derived sub-brand
The letterform doubles as a location marker: tracking, built into the name itself.
A parcel in flight: light, fast, effortless. The signal that something is on its way.
A dashed flight path traces the journey: the route a parcel takes from send to arrival.
Every element resolves into one mark: pin, plane and trail, set on GoSweetSpot blue.
The App
One screen, every parcel
Received, picked, on board, pending, delivered: colour-coded and contained. The fragmented email hunt became a single, calm list that B2B clients, shoppers and recipients could all read the same way.
In closing
An Ideas Merchant exists to bring this kind of clarity to every project. GoTrack is where that understanding began.
