The brand evolution was complex but far from the simplicity and randomness eventually achieved with the final logo. These characteristics needed to be applied to the app concept and the screens. Hence the user interface and experience resulted in being minimalistic and smooth. The warm colour palette used was intended to recall the humanity behind the concept. The name of the app stands for "be the cause". The visuals aim to recall the sense of community, collaboration and connectivity.
Below, a part of the storyboard of the brand evolution:
logo inspirations
colour palettes
first concepts: enhancing "cause"; collaboration, help
playing with the "BE" bit
use of a tagline; visuals
colour scheme from the skin tones; logo applications
Changing style, more subtle; opacity
final choice: roundness, randomness within a structure, opacity, brown.
BECAUSE. dot.
BECAUSE. dot.
Here is the brand application to the app screen designs and web landing page:
