Intro
However, to truly disrupt the industry and captivate its target audience, “hey you” needed a brand identity that reflected its vibrant, inclusive spirit.
Services
Brand Strategy, Visual identity, Sample brand application
Client
Clementine
Project Goal
The goal was to craft a visual language that captured the essence of "hey you" – a community where individuality thrives, creativity is unleashed, and unforgettable moments are born. By establishing a distinct brand personality and aesthetic, "hey you" could forge an emotional connection with its users and stand out in a crowded market.
Brand Strategy
Defining the "hey you" Experience
The brand strategy phase began with in-depth research into the event industry, target demographics, and competitive landscape. Through surveys, focus groups, and data analysis, key insights emerged:
People crave personalized experiences that align with their interests and values.
There is a desire for a more inclusive, welcoming event community.
Event planning should be an enjoyable, stress-free process.
With these insights, the "hey you" brand purpose was defined: "To create remarkably joyful and personalized event experiences that spark connections and celebrate life's special moments."
Brand Personality
The brand personality was then crafted to embody this purpose – friendly, casual, energetic, playful, and inclusive. This warm yet spirited personality would guide every aspect of the brand, from its voice and messaging to its visual expression.
Visual identity
The "hey you" visual identity is a vibrant celebration of creativity, connection, and self-expression. It starts with the logo, a quirky, hand-sketched wordmark set in the Bumerang typeface. The improvisational style and varying stroke weights exude an effortlessly cool, approachable vibe that invites users to be their authentic selves.
Colors
The primary color palette features a striking coral red (the brand's signature hue) paired with a sunny yellow and warm, earthy tones like dusty rose and taupe. This energetic yet grounding palette evokes feelings of passion, optimism, and authenticity – the essence of the "hey you" experience.
Coral red
Pantone: 1795 C
CMYK: 0/94/76/0
RGB: 255/127/80
HEX: #FF7F50
Sunflower Yellow
Pantone: 116 C
CMYK: 0/16/100/0
RGB: 255/206/0
HEX: #FFCE00
Warm Taupe
Pantone: 467 C
CMYK: 27/48/62/18
RGB: 179/139/109
HEX: #B38B6D
Dusty Rose
Pantone: 494 C
CMYK: 16/64/34/1
RGB: 208/139/139
HEX: #D08B8B
To complement the logo and colors, a custom hand gesture graphic was introduced as a recurring pattern across brand touchpoints. This subtle nod to the name "hey you" reinforces the brand's conversational, inclusive personality.
Typography
Typography plays a crucial role in the brand's hierarchy, with the exaggerated script font "The Seasons" commanding attention for main headers, balanced by the playful "Tangerine" for subheaders and the clean, readable "Codec Pro" for body copy. This dynamic typographic system allows the brand's voice to transition seamlessly from loud, expressive statements to clearly communicating event details.
Brand Templates
Brand Expression
Bringing the Experience to Life
The "hey you" brand identity extends beyond visual elements to encompass comprehensive guidelines for photography, videography, and overall brand expression.
Imagery focuses on capturing vibrant, candid moments that convey the joy of shared experiences. People of diverse backgrounds are featured, reinforcing the brand's inclusive nature. Brand patterns are incorporated as graphic elements, creating a cohesive, recognizable aesthetic.
Video content matches the brand's upbeat, lively personality through pacing, music, and storytelling. Quick cuts and engaging visuals showcase the ease of use and versatility of the event creation tools, while user-generated clips highlight the diverse experiences facilitated by the platform.
Conclusion
The Power of a Cohesive Brand Identity
The "hey you" brand identity is a testament to the transformative power of strategic branding. By deeply understanding the target audience and aligning the brand purpose, personality, and visual expression, "hey you" has forged an authentic emotional connection with its users.
From the moment someone encounters the vibrant logo or sees the brand's signature colors, they are instantly immersed in the "hey you" experience – a world where individuality is celebrated, creativity is nurtured, and cherished moments are shared.
This cohesive, well-executed brand identity has not only differentiated "hey you" in a competitive market but has also fostered a sense of belonging and community among its users. It is a shining example of how a brand can transcend mere visuals and become a catalyst for self-expression, connection, and unforgettable experiences.