Tech startup Other.ly is a social networking app focused on building authentic friendships and stronger communities. Other.ly strives to promote the idea that giving is cool, good for business, and ultimately rewarding. The Other.ly app provides a safe space for users to facilitate introductions, thank each other, and give gifts.
Research—Understanding Other.ly’s values, unique brand heartbeat, and their target audience of entrepreneurs, business owners, and executives.
Mood Boards—Exploration of Other.ly’s personality, tone, design, and voice.
Idea Generation—Concept—Other.ly’s corporate identity must be full of personality and reflect its core value of giving from the heart. Accordingly, Other.ly is branded as the epitome of a good friend: authentic, trustworthy, grounded, and likeable.
Colour Palette—Optimistic sky blue engenders feelings of trust and happiness, while sanguine red provides an energetic and heartfelt sensibility.
Photography—Honest and clean; something we can all relate to but always presented in an approachable way. "With warts and all”: coffee cups are dirty, but kitchens are clean; boots have mud on them, but shirts are pressed—this makes Other.ly’s photos believable, while still being marketable.
Typography—Humanist typeface Gill Sans contributes to Other.ly’s aesthetic. Featuring a variety of different weights, this versatile typeface is warm, tidy and outgoing.
Logo Design—The Other.ly logo is loveable, tech-friendly, and easy to understand. To visually represent Other.ly’s belief in selfless giving, the counter of the “o” is replaced with a heart.
Icon Design—Rounded corners and solid shapes provide a link to the brand’s logo. Using minimal detail and a straight-on perspective wherever possible.
SERVICES—Design / Branding
CREDITS—Brand Strategy: J. Alex Brinson & Mike Nabavi / Developer: Other.ly
Created with GB Brand Management
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