Brand Strategy
We worked with the MobiSystems team to identify their brand voice and determine their brand attributes as vibrant, creative, and productive. Although easiness is an important outcome for working with PDF apps, we instead focused on “creativity” for both the visual strategy and the key message of the brand. Creativity is the power source of a creation and it is also an attribute to the problem-solving skills of humans.
Brand Voice
The PDF Extra brand voice is enthusiastic, sincere, and expert. To users of the app the productive life isn’t checking to-dos in an endless task list; it’s the choice to be free and creative. They put heart and honesty into everything they say. Their voice reflects their capability, integrity, and experience – and makes others feel competent as well. They are vibrant, encouraging, and results-driven..
Work
- Brand Strategy
- Brand voice
- Visual language
- Design
- Interactive
- Social
Creative concept
We established a brand story for PDF Extra that aligns with their mission and vision and empowers their team: “Everybody is extraordinary and PDF Extra provides people with the necessary tools to make extraordinary creations. […] To keep the spark, we inspired users to share their success stories in the #ExtraordinaryCommunity of the company.
Visual language
The visual system has polish and personality: the modern typography adds simplicity, the curated photography feels genuine, and the ownable graphic work exudes balance and synchronicity. The color palette consists of tonal reds that communicate energy, creativity, and boldness.
Interactive
PDF Extra is a remarkable app that needed a landing page, which felt equally extraordinary. We started with the brand attributes: vibrant, creative, and productive. As an artistic touch, we used the hands on the famous Sistine chapel as a metaphor for the bond between individuals and technology.
Typography
The American (San Francisco) Font SF UI Display a.k.a. “The Apple Font” is licensed sans-serif typeface by Apple Inc. This typeface is characterized with its flexible and neutral elements. We use it to create a slick and modern user experience.
