CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS


TAGS

, , , , , , , , , ,


LINKS

Moving Brands
Madefire

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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.


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.


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

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