BPLOVE Brand Development
BlackPlanet LOVE visual identity development:In my capacity as art director/senior designer for the dating team at community connect, I worked extensively with the creative director, other dating designers and the dating team strategist
to develop an effective, pertinent, consistent and appropriate visual brand identity for the most successful cci product which was the BlackPlanet Love dating product.
Over the 2 year period I worked at cci, I was directly involved in 2 main drives.
One was to refine the visual identity by reducing the different kinds of messages and visual cues to a focused and precise set of signifiers.
This helped reduce the visual clutter of the site, as well as give our members a clear understanding of what the product they where using was really about.
a clear color palette which followed our awareness campaign, as well as a consistent use of the same font throughout the site, was part of this process.
Throughout the site we used large photographs, showing happy members combined with direct messaging using our brand typeface.
Type and action buttons where also very consistent to action, combining the identity in the color with the functionality.
The constant message was about chocolate, so even the red buttons talked of cherries or strawberries in chocolate.
All tools where kept uncluttered as well and of course this helps emphasize the product (the people in the results) as well as our logo and tag line.
Further all of our marketing material especially promotions where reined in from a plethora of looks and feels to brand consciousness vehicles which where always based
on the look and feel of our bi-yearly awareness campaigns.
