USING INTERFACE DESIGN TO HELP CREATE A NEW CORPERATE IDENTITY
Strike Media is South Africa’s leading mobile marketing agency and consultancy. They provide mobile and added value services, like strategic consulting and direction to some of South Africa’s best known brands and corporations. They asked us to create them a new identity that showed their values, purpose and area of expertise.
To capture the strengths of a mobile-first company operating in a mobile-first world, we decided to base their identity on a common touchpoint between today’s consumers and their touchscreen smartphones: ‘the swipe’.
USING INTERFACE AS THE BASIS OF A NEW IDENTITY
Whether swiping, tapping, or ‘pinching’, mobile ‘gestures’ and interactions have become so commonplace we almost take them for granted. But these gestures, and the behaviour behind them, can be surprisingly varied.
To uncover the idiosyncrasies in how people interacted, we created a mobile app, with a concise, simple, interface design based on tasks that were easy to identify and ‘learn.’
Focusing on six common touchscreen interactions like tapping, double tapping, straight and curved swipes, squeezing and unpinching we captured data on the different ways in which people interacted: how hard they pressed, pinched and swiped, how long and hard they tapped for, how fast they moved, and how closely or loosely they followed tasks.
The data from our app was applied to a library of symbols and used to create a new digitally-led CI with no traditional paper-based stationery and collateral.
These idiosyncrasies of how each employee interacted were then turned into customized
pieces of collateral, they could use to represent themselves, the company, and their role with in it.
OUR TOUCH POINTS:
A NEW CHANNEL
As a business to business organisation, we focused on the day to day tools, Strike Employees would use to interact their clients. To capture the digitally-centric nature of our client, we decided to reject stationery, business cards and many other traditional forms of collateral as obsolete, and built their new identity exclusively in digital media, signage and interior design.