(1)
The now defined gratitude application deserved to be positioned as bright, hopeful, and optimistic as the core functions are.
(1)
The final brand values and associated adjectives used to form the visual base.
(2)
A graph depicting the brainstormed list of values being sorted into on-brand and off-brand, unique and common.
(3)
A value rating diagram depicting the which aspects of the final brand values will be expressed in the final product.
(2)
(3)
So much comes from, and culminates into a name. Our first three options give a completely different personality for the same tool.
(4)
(4)
The final contenders for the name of the application. Solace won in a diverse focus group for my description of it as evoking a place, a state that can be conjured by anyone at any time.
(5)
With the most somber sounding name chosen, the logo had to help provoke a new association with the word Solace. Using child-like script with no variation in the line weight makes it feel optimistic and reliable.
(6)
The final logo for Solace.
I left the "S" unconnected from script to represent a starting place and because it felt very IOS.
(5)
(6)
With a playful logo, philosophical name, the rest of the branding needs to support our remaining goals: feeling better and being there when you need it.
(7)
(8)
(7)
With the focus on optimism and reflection, I wanted the color scheme and over all feel to be reminiscent of light, specifically a sunrise.
(8)
The typography was chosen to be a respectable voice, a teaching voice, with softness and support.
The combination of a sans-serif with a tall x-height and palpable counters feels knowable and respectable, while the serif font is a comparative moment of pause, reminiscent of books, in this case used to express the "review" brand value.
(9)
Gradients are used as the main signifying element to evoke a feeling of change and optimism.
(10)
The final key element was a graphical system of arrows and unique diagrams, familiar to all who saw the 2020 era of instagram infographics, to help directly bring the message home.
(9, 10)
With a brand fleshed out, it is time to combine it with wireframes for a high-fidelity version.
