The Challenge
Our goal was simple; don't become another addition to someone's junk drawer. With the big players having decades of industry awareness, we needed to position the brand to stand out loud and clear, while attracting a niche community within our core audience segments. With emphasis on storytelling and UGC as important pieces of the marketing strategy, the brand needed to grab attention instantly.
The Solution
A breakthrough product needs a breakthrough brand identity. We focused on building a visual and verbal identity that cut through the noise with differentiation and delight. An identity system that captures and translates the surprise moment of the product throughout the entire brand experience. With our key audiences leading the narrative, we constructed a visual system that wreaked with nostalgia. Like a song that immediately transports you back in time to your childhood roller rink or bowling alley. We arrived at the perfect intersection of retro nostalgia with a modern twist.
The Social Sleeve design system uses a variety of components, allowing for fluid, unique, and eye-catching executions. The primary logo is unconventional, teetering functionality with flair. It's soft and flowy construction is sure to turn some heads. Our brand mark might bust through your living room wall when you least expect it. Surprise!
The movement and offset drop shadow of the primary mark influences the rest of the design language. We use offset repeating patterns, feeling like 45 party poppers just went off in your car. An explosion of fun - one that we all need.
Our color palette in one word — disco. We use electric hues contrasted by soft complimentary pastels for thick contrast. With extensive color combinations, we can strategically pair colors to set the mood.
The Social Sleeve typographic system doesn't hesitate. Leading the charge is a display serif you want to write your name with, frame, and put on your wall. Sliding in for support copy is Obviously - the groovy workhorse by OHNO. Our type system has attitude and confidence, while bringing comfort and warmth.
Last, but certainly not least, we broke through the ultra-flat visual system with a set of isometric party illustrations. Throw em' on a layout, bounce em' up and down, whatever you do, just don't hold back.
Grab your Social Sleeve and crank it up, this identity was meant to be loud.
