In the same way different tracks of a song can be mixed, our identity can also adjust its different elements to adapt to our three main different personas.
Oli likes listening to music and he’d like to make some of his own.
Designing for kids
When we communicate to kids, we put all the elements to the maximum expression. We are loud, expressive and playful.
That means that our main brand element, the loop, is visible in the shape of our 3D element or even applied to crazy typeface. We use our main corporate typeface Raisonne and and also make the gradient visible in the design of the applications.
Sam would like Oli to develop his creativity and express himself through arts.
Designing for parents
To parents we communicate in a more mature way than to kids.
We are more focused and thoughtful, but still keep the playfulness of the brand.
In terms of design, we show our loop only in the 3D object and color it in duotone. Don't apply the loop to crazy typeface when communicating to parends. We stick to our main typeface Raisonne but we remove the gradient and just go with a plain color in the background to put more focus on the information.
Kristine is a forward-thinking music teacher who believes in adopting technology to develop student’s creative skills.
Designing for educators
The design of communication elements for educators is even more toned down. It is important that we focus on the content and remove as much noise as possible in order to convey our information. However, we don't loose our brand personality in the way we talk, or by simple design elements.
In consequence we remove the loop and go with our secondary typeface Larsseit in the whole layout. This font gives more focus.
To keep the playfulness of our brand we bring back the gradients.