This project focused on defining a new kind of brand to the market, one that avoid tired cliches and aimed to create an emotional engagement with its user. As design director I led a team of 4 designers in establishing the brand, defining the initial visual language and creating UX principles.
What we found was that most competitors focused on functionality as their core value with emphasis on security and control.
We wanted to avoid these cliches and to create a identity that had the ability to scale to whatever future offering Zentry may provide.
We felt that the visual metaphor of the logo should call up associations with brand attributes that users care about, i.e. relevant tones and emotions that resonate with users.
We seen this as opportunity to position Zentry as an experiential service with the aspiration of being a ‘magical’ experience for its users..
As we wanted inject a large amount of personality into this brand we opted to begin by creating a brand persona. The brand persona embodied the essence of our brand in a character. The character served as an internal alignment tool for how we thought about the brand and how it may manifest in various contexts and moments.
The persona took the form of a guide, the persona helped to steer the design throughout the project.
C O M P O N E N T S
C O M P O N E N T S
This minimal and intuitive mark embodies the positive and dynamic nature of Zentry. The implied underlying structure used in the pattern communicates a sense of security with its interlocking shapes whilst also incorporating a fresh color gradient to create a playful tone.
The most common manifestation of the logo is on 3rd party domains. Here the brand mark effortlessly degrades to a simple and yet recognizable arrowhead.
When the service is speaking directly to the user the logo will hover to convey activity and to engage the user.
When Zentry is running it creates seamless access to the users content and services. As a result user interactions would be minimal with the product after initial set up (via either the web or iOS app). The client only required initial key screens, so we focused on those related to set up, dashboard and accessing 3rd party services on desktop via Zentry , see animated wireframes below.
For the lock screen we wanted to create a sense of security. The screen embraces the brand palette and texture to promote a sense of strength and authority. The overlapping combination package the app with an animated transition which reveals the users dashboard.
The dashboard is relatively simple. The user can set up multiple profiles catering for groups such as family or friends and temporary profiles that can be shared for a limited time to specific users (example: baby sitter temporary access to Seamless). From here the user can add and manage their services as well as track their activity online.
As online security can be a daunting experience to some, we wanted to make users feel at ease. Zentry's animated logo follows users as they navigate the app offering timely help and tips. This was heavily influenced by the brand persona we established during the concepting phase and we distilled these traits into guiding principles that the client could use as the product grew.
Zentry’s presence on 3rd party sites would help to reassure users and build trust. It would need to be visible without begin distracting. During the wire framing stage we created tips and flows to demonstrate how the brand could express itself as a Ui, both natively and within 3rd parties. Watch the video below to see some of the click-through prototypes we created (best viewed in fullscreen).
Amongst the competitors brand color's there was some clear clustering happening, particularly with reds and blues. Red communicating security and blue with its associations to trust. We adopted purple. A middle ground which evoked some of the same associations as blue but also added connotations of creativity and wisdom.
We used Brandon Text for both the logotype and for use within the app. It has a functional look with a warm touch. It is manually hinted and optimized for screens, so it is be a good choice for websites and apps.