Creating an exciting brand
At a time when dating audiences are disillusioned and tired of the same old products, an idea is born: to create a lively new social dating network based on the real experiences and needs of users; a place to have fun and really get to know each other.
An all-round project
Baud's mission was the full-scale creation of a brand, beginning with strategy and culminating in the launch. This major project included all points of contact: app, web, spots, graphics, online campaign, RSSS, etc. as well as the challenge of creating a fresh and differential brand in an over-worn sector.
AN EXCITING NAME
The first step was to devise a name for the brand, which had to reflect our strategy and invite users to have passionate experiences. The result is Shakn, an inspiring and vibrant name, capable of shaking up any user.
A vivrant logo
The heart is the universal symbol of love, which communicates the purpose of the app and, with its vibrant waves, reinforces the name and fills it with meaning.
A brand full of values
A powerful and memorable claim was created in close connection with the naming and the brand promise. It is a statement that communicates the brand's attributes and values, and with which both Shakn and its users can identify themselves. Because Shakn is a place to feel, to get excited, to be alive… Just like a heartbeat.
Communicate and excite
Iconography and animation are key communication elements within the scope of the product. The Shakn iconography is based on the lines of the logo itself, and clearly communicates the app's functions.
The animation makes the waves of the visual identity vibrate, breathing life into the image and making it more dynamic and interactive.
THE APP: THE MAIN POINT OF CONTACT
The design of the platform is based on a system of mobile-first cards that lets us display information to users in a way that is dynamic yet simple. Each card features iconography and other graphic elements that make the platform easy to understand and use on a mobile phone or a computer screen.
We put users and their posts in the spotlight, while maintaining a brand presence.
With this modular system the app design can adapt to any device (phone, tablet, computer) without sacrificing consistency or usability.
Building the personality of the brand
THROUGH TONE OF VOICE
We use inspirational and accessible language, not assertive nor promising, to let users determine the path their relationships will take, including strong statements that communicate the fun, exciting and free spirit of Shakn.
We have defined a photographic style that conveys the brand's friendliness and spontaneity. The images include natural, real people, just like the people who use the platform, with warm and natural retouching.
A multi-channel launch
IN CONVENTIONAL MEDIA
To publicise Shakn we created three TV spots with three stories for three different targets. They use the decontextualisation of the characters to communicate the main benefit of the app: the possibility of really getting to know other users.
Creating the Shakn community
FILLING THE APP WITH USERS
A space designed to attract users, for which we created a direct log-in model that uses text to invite users to sign up for the platform.
IN DIGITAL MEDIA
We publicise our app on social networks and a variety of other digital media. We design actions that play with the formats themselves to convey our values and that bring the stars of the brand into the digital medium.