To watch the Clap explainer video, please use the password 'clapyourhandssayyeah'.
Lead designer for a 2 week design sprint, working with one other designer and alongside motion studio, Breeder.
- User interface design
- Animated explainer video
Clap was a rebrand and vision project, as the team behind the app needed marketing collateral to use while trying to gain investment. The proposed app is a centralised place to collect the best of the internet. The user would be able to post their favourite images, videos, text and links from all over the web or social media, and also push any great finds out to their other networks also. The main feed would rank the items with the most applause.
- The Clap team came to us very early in their product's journey - a little too early. We advised them that their money would be better spent on a research and exploration phase and we could help them to create their product and roadmap, but they were set on going ahead with the brand and video. So we were creating a brand, voice, early stage UI and explainer video for a product that wasn't fully thought out yet.
- Realising it was so early in the piece, we didn't want the Clap team to be stuck presenting an outdated explainer video. So one challenge was to present the app features in a way that didn't set any expectations about the UI if a potential investor was to see mocks that were slightly different in 6 months time.
Clap is for people who are social, tech-savvy and youthful, who are bored and looking for quality entertainment. The brand is playful, vibrant and energetic, yet professional, clean and simple.
The curvy lettering in the brandmark emits friendliness and support, while the clean, crisp form maintains a level of professionalism. The lettering is accentuated by the "sound mark" at the end, which abstractly expresses excitement, energy and the action of clapping. Although the brandmark is simple, it's also full of character – it's expressive and emotive. The design radiates wholesomeness, positivity and fun.
The supporting element of the sound mark also extends as a supporting graphical element throughout the brand. It's primarily used at the end of a word or an icon to express energy, noise and excitement. The sound mark is also reminiscent of the sun's rays, which conveys a sense of positive energy and renewal.
The main tagline "clap what you love" is the holistic messaging for the Clap brand. However, ancillary straplines can also be used in specific contexts, like campaigns or in the app.