ChatWisdomBrand Identity, Brand Strategy & Naming, Digital Product Design, Web Design, User Interface
ChatWisdom in an online application to monitor Twitter Q&A chats, offering insight and analysis not available through Twitter alone. Chat hosts are faced with the challenge of how to extract useful, actionable data from their Q&A sessions since there is no dashboard or tool specifically created for this purpose. They want to build their community, spread their message, and spend less time scrambling for data points and analytics. ChatWisdom aims to enable that, but before we can take it to the world, we need to build a brand identity.
First defining the brand’s values and personality, we explored names. Ultimately, ChatWisdom was chosen, instilling a sense of learning and evoking knowledge, as well as playing on the idea of “the wisdom of the crowd”, as sometimes emerges in a group chat.
Working with the brand name, as well as guidelines written for internal use, we produced several ideas for an identity before expanding the chosen route into production across digital applications like websites and social media. The logo system features two main wordmarks, as well as an avatar of the glasses for social media use.
Development for the identity and icon system began with pencil sketches, then refining digital versions.
Working out the colour combinations and anticipating use cases such as small size and dark backgrounds.
Brand visual style applied to the web app and social media presence, especially Twitter.
Beyond the identity, we were faced with creating the application from the ground up. Working with early testers and potential customers, we participated in design sprints based on specific use cases. Our quick marker sketches led to discussion about features, functions, and flow. The basic “how” and “why” behind the app.
Following our sketching and examining of user journeys, we created lo-fidelity clickable wireframes to examine placement and hierarchy of interface elements. The hi-fidelity interface made use of colour and type set out in the identity exploration. Within that framework, we continued to iterate on specific elements in the effort to make the site more obvious and intuitive to use.
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