Brand purpose: To apply our technical know-how and creative imagination to make the world a happier place. FLAIM's brand purpose sits at the heart of our brand. It is the central, aspirational theme that makes us unique. It reflects and influences everything we do. It focuses on what we can do for others, not just for ourselves. It is about making a difference in the world. It is ambitious and packed full of inspiration and possibility. It is bold and aspirational.
Brand position: The happy place We sum up our brand purpose with a brand position that encapsulates what we promise FLAIM users. ‘The happy place’ is about having the optimism and vision to turn a technical, functional commodity (IM) into an emotional, compelling lifestyle choice. And because it is how we present ourselves to the world, it comes from you too. That is why this guide is so important.
VIsual branding elements that I have developed for this brand and which were used in the various design areas - from photography for social networks to promotional videos and marketing collateral.
I also worked on app design improvements. Before releasing, another team of the same company developed the design and user experience, but then I refreshed UI components with new colors and icons. However, some limitations were set by developers due to timing, and that is why I could not attach more sense of the "happy place" to the project.
About the project:
Throughout the year 2018 I was working for Swiss technologies company EQUIIS, and so I had an opportunity to work on a B2C messenger app that holds a lot potential in the communication tools market. The main competitors are such apps as Viber or WhatsApp, yet there is more behind an idea that this is just a messenger.
The idea behind the app is that users will be rewarded for the content that is shared and produced on the app. On top of that, everyone can have video and voice calls globally and entirely free of charge, also getting superior sound and video quality.
I was participating in this project visual branding from the very beginning, and so the tone set upon happiness as well as sharing concept, and I have also built consistent branding guidelines for this app. Besides visual branding, I worked on the UI/UX design of the app, but creativity was limited due to the team of developers and also deadlines. I had to do my best with the short period we had before the release of the app.
After some time, a company that owns this app brand decided to redesign it and rebrand it again, so this branding and visual design do not exist in the market on the actual project. I just wanted to give a sense of what kind of project it was and how cool it turned out to be. Sadly, it did not live long enough.