Branding / Digital product design




Guys from Anima, which is a tech startup, had an excellent idea but a long way to go to make a real and desirable product out of it. They were disoriented what they should do and how. And from the beginning, it wasn't about "create a logo, and that's it". Our role was to navigate them.

Every branding agency and every designer want projects that involve creating a visual side of a given brand from A to Z.

And Anima was such a project to us.


We decided to start with the most crucial thing in that project: a physical product. The prototype was created using 3D printing, and it looked like a cute fox. The problem was with its design – it wasn't making me want to buy it.


Because product design is not our specialisation, we only had to create a concept. A concept that could be used by someone with more significant experience in that matter to create the final product.

We started to draw first sketches, and meanwhile, we were seeking for similar devices. It became clear that these are very simple, minimalist, and they are a great fit for any room.

After seeing some renders presented by Czyżewski Design, we could describe how the end product should look like, and add some suggestions.

Finally, we chose the shape and design.


We drew a fox that's not typical: it's white, not ginger. That brand hero is similar to Anima's device; it's just extended by all elements that such a hero should have: arms, legs, entire torso.

And that fox can fly a plane, send notices with funny facial expression. Or he can just sit and look at what we are doing right now.


Everything was going smoothly... until then. In the beginning, our assumption was like this: everything should at least relate to a fox.

But looking at the first sketches of the logo made us think that if we have a beautiful device and beautiful brand hero, why overwhelm them with a similar logo?

Instead, let it be as transparent as possible and express something directly or not, but don't make it remarkable.

As a result of our reflections, we created a sign based on the most trendy shape nowadays: a cloud that you all recognise from different communicators.


Additionally, we built a palette that bases on two primary colours: white and blue. These are accompanied by complementary colours like red, green, yellow, and their three versions.

These colours are described in a brand book so it's possible to arrange them in any way we want and to create gradients out of them.

Thanks to that, a spectrum of possibilities to create combinations that aren't boring is almost limitless.


The most important thing about the application is a way of displaying communications. These can be expressed in image, sound and the written word.

The app is built around the character of the brand hero, who in various situations may be telling us something, i.e. by being happy, angry or surprised.

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