Designed the brand concept, visual identity and logo to reflect the app’s MVP.
Uptime.
Uptime was an ed-tech start-up that provides an app for users to embark on their own unique learning journeys. The app takes users existing interests to suggest long and short-form videos, courses and texts to expand their knowledge base.
Concept: Sparking unique learning journeys
Inspiring users to join us in a more liberated learning adventure. Following their curiosity from one interest to another.
The Spark
An asterisk is a small starlike symbol*. The brand mark unites the spark of inspiration and the symbol of discovering more information.
Like an asterisk, the user goes from one piece of information to the next. It became a prominent feature within the app to ‘like’ content, to signal that ‘AHA’ moment and update the algorithm.
*Used especially to indicate that there is further information about something.
Logo Design.
The brand by definition had to be smart, playful and progressive. But above all, a people brand. The target market was Gen Z and early Millenials.
The age range was between 18 - 35. We later expanded the target group after initial qualitative user testing to include people who are generally curious with an interest in intellectual growth.
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