We were tasked with creating an app from scratch that allowed users to upload their own photos to compete directly with others in a fun and open manner. The motives and backgrounds of a typical users had to be researched and a brand identity that connected with them also had to be created.
Once the core users were defined we then developed a fun yet sophisticated brand that spoke to photography enthusiasts from the amateur to the profesional. Running parallel to this we developed a voting system that pitched two photos against each other plus a system of theme based groups.
The brand personality was defined using a system of archetypes and from there a set of brand values were developed. This formed a solid base that guided interactions various situations as well as the visual identity.