Grasshopper is a virtual phone app designed for small businesses that sits under the GoTo umbrella. When LogMeIn rebranded as GoTo, Grasshopper took a backseat. Its branding was dated, disparate, and lacked consistency.

I had been desperate to get my hands on the Grasshopper brand for over a year, and when we finally got the nod I knew we were in for an exciting challenge. Although dated, the brand carried equity that we could not move away from, and in many ways, those guardrails complicated the exercise.

Our research overwhelmingly showed that small businesses want to use software that feels modern and depicts them as cutting-edge. Grasshopper needed to be brought into 2024, and so the evolution began.