Brand Message | Work
Employee advocacy for sociable teams
Brand Message
An advocacy platform for sociable employees, Brand Message needed an application that would motivate teams to increase their company’s social reach across their own personal networks. The platform allows brands to keep their content and message consistent, whilst gamifying the process for employees when amplifying brand content and growing their influence.
Client
Brand Message
Year
2018 - Present
Project Type
Brand | Copywriting | Design | Development
Visit project
The application needed to work for teams across a variety of businesses and industries that want to practice effective employee advocacy. We knew that the brand identity, the design and the ease of use of the application were all going to be vital steps in encouraging employees to use their word-of-mouth through social influence to raise the profile of the brands they work for.
Branding
Visual identity
It was important to create an environment that was welcoming and inclusive to anyone using the platform. The sans serif logomark and accompanying asset were designed to be simple and unobtrusive, so that the vibrancy and compelling illustration and gamification of the application was the driving force to motivate employees. And so that Brand Message was seen with a fun fondness over work related chores.
The juxtaposition of green and purple gave the brand an edgy and lively feel over a standard corporate tool. That, alongside a rounded sans serif typography, provided a welcoming and familiar aesthetic to draw in employees and keep them interested.
Colour
The Purple One
CMYK: 88 | 110 | 0 | 0
RGB: 80 | 10 | 144
HEX: #500A90
Mint Julep
CMYK: 55 | 0 | 63 | 0
RGB: 113 | 227 | 134
HEX: #71E386
Liquorice
CMYK: 69 | 60 | 56 | 66
RGB: 51 | 51 | 51
HEX: #333333
Imperial
CMYK: 4 | 1 | 1 | 0
RGB: 247 | 249 | 251
HEX: #F7F9FB
Typography
Headings
HK Nova | Bold Rounded
Body
Acumin Pro | Light
Marketing Website
The first port of call for many, the marketing website needed to attract and enlist brands to sign up for the beta stage of the application. The illustrative style gave flow to call out benefits when using Brand Message, whilst offering intriguing hints to the in-app design, and what is possibble for a brand's performance across social media networks when using the platform.
Illustration
When it came to illustration we created a dynamic style that was soft and easily flowed alongside the tone of voice of the brand. The approachable and playful illustrative style carries through the individual characters, objects and badges to bring a delightful experience to the employee user at every touch point; as a brand admin or employee advocate.
Throughout the marketing website and the platform the illustrative assets are floating within the space to mimic Brand Message relieving a brand’s pressure and the weight of posting content.
Application Development
Brand Message is a web application that intelligently works with Twitter and LinkedIn’s APIs to pull through post engagement and post directly to the social networks themselves. Through gamification, the app responds to employees and triggers badge rewards based on engagement and in-app activity with delightful interactions.
From the stylised and motivating area for employee advocates to the analytical and user led face of the brand admin, the application's user experience makes it an easy, intuitive and accessible platform for all.
