As We Speak

Naming, Branding

CLIENT & BRIEF

We were approached to work on naming and branding a YouTube channel that aims to help parents and children navigate today's politically and technologically charged reality.

The venture was a passion project for our client. It married her skills as a journalist with her reality of being a confused parent raising two young children. She wanted to create compelling content for families, with the hope that this would help create dialogue for a global community.

Insight

Kids now approach Google more often than their parents for answers.

UNDERSTANDING THE CONTEXT

Before the invention of the television, kids were outdoors all the time. But today basic cable has enough channels to keep them housebound all day long. Before the Internet, kids had to go to the library for hours to do research. Now, all the information they could possibly need is at their fingertips.

‘Don’t go past that lamp post’ has been replaced with ‘Don’t go to that website’.

Along with smartphones, every household has either a computer, laptop or tablet. Modern parents even use them as nannies and rely on these devices to keep their kids occupied. But children can be overwhelmed by the things they discover online and are ill-equipped to understand the context of what they're seeing. This becomes crucial for parents to guide them through these dark waters.

We realised the best way to begin was to acknowledge this challenge and create a healthy environment that encouraged conversation within the family.

We decided to call it

AS WE SPEAK

BRAND CONCEPT

We drew inspiration from speech and punctuation marks to create a set of brand visuals that showed that the conversation was always open and ongoing. The "ellipsis" was chosen as the key brand visual, to represent the ongoing dialogue between parent and child.

What followed was a typographic identity that was vibrant, global and relatable.

We drew inspiration from speech and punctuation marks to create a set of brand visuals that showed that the conversation was always open and ongoing. The "ellipsis" was chosen as the key brand visual, to represent the ongoing dialogue between parent and child.

What followed was a typographic identity that was vibrant, global and relatable.

ANIMATION

TYPOGRAPHY

BRAND GLYPHS

TYPE STYLES

BRAND DEVICE

We created a brand device for ease of use across complex and varied communication. This device could be used in a social media post the same way it was used on a video.