At the core of the Showyou brand strategy lies a fundamental understanding of its user-base – Digital Natives and Millennials whose use of social networks is part of the fabric of their lives. They express themselves through who they link to and the content they share, and are doing this instinctively.
We observed successful sharing becoming a form of social currency for this group. Therefore, we knew that the Showyou app needed to be informed by this innate behavior in the way it looked, felt and interacted.
To achieve this, the identity and the user experience was built from four clearly defined design behaviors; ‘Kinetic’, ‘Reactive’, ‘Connected’ and ‘Framework’. These behaviors give the brand energy and structure, and act as a concise reference point throughout the design process. They work alongside the core story of visual perception – how the eye and camera input information, and how a projector outputs information. Everything from the name, the communications, and the identity – an abstracted eye sharing what it sees – are grounded in the act of showing.
Our extensive competitor audit revealed key branding opportunities; the Showyou brand would move away from the aesthetic currently associated with app interface and chiclet design, of using shine and reflection to suggest a fake 3D feel. Showyou would have an intentionally 2D feel, embrace the video grid and use strong color and bold iconography to create cut-though with the user and differentiate itself in the App Store.
The Showyou graphic language is a vibrant expression of simple shapes. The Showyou colour palette is based on the RGB color model, in which red, green, and blue light is added together to produce color. We used the sans serif font family Futura for all text to appear in the App. The font helps convey the unique geometric style, in a clear and consistent manner. The wordmark was customized from the typeface Neutra to reflect the symmetry of the symbol.