Targeting young urban professionals just like well established but only mildly interested grown ups WOW.change needed a fresh yet accessible and modern appearance. A distinct logo design and a vibrant color palette were crucial in order to set up WOW. as a Trojan Horse – lovely, engaging and flat out serious.
Underlining the lifestyle appeal of WOW.change I came up with a specific image direction. Photos should be modest, clean, authentic and intriguing which makes it much easier for subscribers and readers to digest heavy content.
I wanted WOW. to be a flexible and even fluid multi platform brand. No boring guidelines, no boundaries. The hidden agenda was to create an onboarding system for casual bystanders with my wife being an online activist at its core. Think street art for the digital space – polymorphic and diverse. Hence I developed digital stickers and tags to enable Oranna as well as potential collaborators to go full force online guerilla marketing.
In addition to the visual language WOW.change needed a strong set of tools enabling Oranna to create recognizable and professional content right off the cuff. ‘Pebbles’ allow her to put a WOW. on virtually any background branding photos and illustrations almost instantly with minimal layout knowledge. A mezzotint effect gives design elements a natural feel and Recolettas many typefaces help communicate bold statements as well as substantial content with ease.
With Instagram being the main platform to initially roll out WOW.change we needed a diversified set of templates, too. A type-on-image approach combined with aforementioned visual language and branding tools help create posts which almost never look the same yet feel WOW. within a split second.