Madefire by Moving Brands

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CLIENT

A dig­i­tal pub­lish­ing plat­form that rein­vents visu­al sto­ry­telling with­in a mar­ket long dom­i­nat­ed by a hand­ful of major play­ers. Their brows­er-based tool is intu­itive, help­ing cre­ators devel­op their own sto­ries, and can be expe­ri­enced through the immer­sive Made­fire app for iPad and iPhone. 

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BRIEF

Mov­ing Brands began work­ing with Made­fire at its incep­tion, togeth­er defin­ing their pur­pose as, “A thrilling read­ing expe­ri­ence that’s shared. Cre­ators first.” Mov­ing Brands worked with the Made­fire team to ensure this pur­pose and the behav­iors were at the heart of the strat­e­gy and busi­ness mod­el, brand, and iden­ti­ty, and all the expe­ri­ences they devel­oped for the cre­ator and read­er communities. 

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APPROACH

Made­fire was cre­at­ed as a tru­ly mov­ing world iden­ti­ty, with every ele­ment of the iden­ti­ty sys­tem specif­i­cal­ly designed to appear more tac­tile and immer­sive when seen in the app’s native envi­ron­ment. The core Made­fire iden­ti­ty assets, includ­ing fonts, col­or palette, and textures—pay homage to the ver­nac­u­lar of tra­di­tion­al com­ic visu­al lan­guage. The logo, built out of four cir­cles, reads as an “M” and feels book-like in its form, and comes to life through ani­ma­tion and sound design. All the assets in the sys­tem take cues from the logo using it as a red thread to hold a tight sys­tem together—geometric radii and sharp end points can be seen with­in the icon set, but­ton lan­guage, and user inter­face design.

The support from Moving Brands has been huge. When you’re raising money you’re trying to tell the story and the vision of the business. Articulating those things is Moving Brands’ craft, and we would’t have been funded if the articulation had not been clear. You can not have that help early enough, and Moving Brands has intrinsically been involved since year dot. They take digital as a given, and most creative partners don’t have a clue. Having a multidisciplinary agency that is centered on vision is the most important thing. — Ben Wolstenholme, Founder and CEO of Madefire