Creating a brand strategy for a global acting mobile app where users can find location-based information and book services in their surroundingsclient → saya
The younger millennials want more than ever to be part of something bigger and they have this sense of achieving more in life than a comfy job, more meaning + they are in constant movement. Their world happens in their trouser pockets, better or worse, it’s a given fact.
They have a strong interest to discover the world and in particular their surroundings, but they need a powerful navigation system at their finger-tip, when moving in new or foreign places. by joining groups they can share common experiences and knowledge as well as having a feeling of being at home.
Things are shifting from topic and friend-based to hyperlocal communication by combining them with the latter. millennials love to live all in a tumble, here and there, with thousands of kindred spirits, while being independent and sometimes all alone with their mobile phones.
After observing the market, prospect users, their behaviors, their gusto and daily life's leitmotifs we identified categories of problems associated with branding and positioning in a world full of unicorns.
Today not everything can be done by just being polite, friendly, seemingly human-centric or technology-driven by god’s sake. If it doesn’t mean something to us, it’s a commodity and commodities are interchangeable. Meaning hides in our deepest thoughts, so we got deep into semiotics to identify what location-based really means to people:
Rather than developing one single-colored logo with a over-used typeface we opted for an edgy look, something that makes you feel comfortable, but at the same time as unseen as possible, something that imprints itself in peoples' memories.
On the other side we wanted to build a coded and scalable visual brand framework that gives maximum freedom to design brand assets. we laid down an easy but rigid brand construction grid, some basic geometrical shapes, a few colors and a yet unknown typeface. from here everything can happen by formula. you need a logo for small screens, here you are. a logo or artwork for mexico? ¡eso! a campaign for france? coquerico! api driven means to painstakingly stick to the framework, which should be obvious.