Deliverables:
Branding and Identity
My Role:
Creative direction and client management
Branding: Vaalia
Description: In developing the Vaalia brand it was important to get the tone correct. The client wasn’t looking for just another dating app, it was for couples that were well established in their relationship. They had a very clear demographic and a strong idea of how they wanted to be represented. My goal, while educating the client on the design process, was to make sure their vision of the brand was filled. We started with several conversations about the brand, the technology, philosophy, and the future clients.
Define
Discovery in a branding project is the cornerstone of the process. And mood boards are a key component of that process. It’s an insight into what your client is thinking. It helps focus them on what they like and don’t like. Over the course of the discovery and defining stages of Vaalia, it was very important to streamline this process while still getting the vision to come into focus. I liken it to a painting. You don’t start off with the details, you start with the form and the shapes. Slowly it will come into focus. If you go on this journey with your client, they will know by the end that this is the brand for them. They are invested in it because they have been there the whole way.
Ideate
After working through to really discover and define what the client was working towards, I started to ideate on color pallets. I knew this was a clean brand that needed to be gender neutral, but the client wanted to make sure that there was a ‘season’ change incorporated into it. This brand was not about the new spring love or the hot passion of summer, it was the autumn cooling. The settle in and it’s home, feeling. We decided to have a soft pallet that felt more like a 1920’s, golden age romance. It was established and strong but not overly masculine.
Release
Explain what’s going on: in this design phase: Interdum et malesuada fames ac ante ipsum primis in faucibus. Nam et consectetur quam. Phasellus ornare ex neque, id commodo turpis congue sed. Curabitur aliquet pharetra ipsum, eget cursus nisl venenatis non. In convallis ligula quam, sed blandit quam sagittis a. Proin nec leo eget neque cursus scelerisque. Vivamus vel venenatis arcu. Nullam tincidunt suscipit mollis. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nam et consectetur quam. Phasellus ornare ex neque, id commodo turpis congue sed. Curabitur aliquet pharetra ipsum, eget cursus nisl venenatis non. In convallis ligula quam, sed blandit quam sagittis a. Proin nec leo eget neque cursus scelerisque. Vivamus vel venenatis arcu. Nullam tincidunt suscipit mollis. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nam et consectetur quam. Phasellus ornare ex neque, id commodo turpis congue sed. Curabitur aliquet pharetra ipsum, eget cursus nisl venenatis non. In convallis ligula quam, sed blandit quam sagittis a. Proin nec leo eget neque cursus scelerisque. Vivamus vel venenatis arcu. Nullam tincidunt suscipit mollis.