CLIENT
A cloud storage service backed by Tomorrow Ventures (Eric Schmidt’s venture fund) who wanted to define their unique business proposition in a saturated market.
BRIEF
Define CX Inc.’s user interface and user experience across their web, mobile, and iPad apps. Working with the CX stakeholders, we reconsidered the brief by focusing on the team’s key objective: to be a market-leader in the already-crowded cloud storage market. To achieve this, we worked with them to define the core product offer, select and understand their audience, re-name from the generic and uninspired “Cloud Experience,” and create a striking, differentiated brand identity. We distilled the many possible product options into one clear focus: The product would be “more social” than any competitors, and the name and identity design system would reflect this.
APPROACH
For this technology-led but consumer-focused organization, we defined a brand narrative that focused on storing and sharing: “Content comes to life.” Behaviors such as “geektastic,” “simple,” and “obsessive,” gave shape to the character of the business as well as the brand and product experience. The vibrant core assets are complemented by a library of color and pattern elements. A bespoke typeface includes a built-in open-type iconographic system. Tone of voice, brand messaging, and curated photography systems complete the identity. The identity was channeled consistently in the user interface and user experience of all digital touchpoints, and underpins the product’s “social” credentials.
