My partner and I were tasked with developing a visual identity program for an emerging innovation technology company. We both are passionate about advocacy for animals, thus we questioned:
How can we help improve pet retention for new cat owners?
We recognized that by helping new pet owners understand their cat better, we could improve their relationship and prevent cats from ending up in a shelter.
It was our goal to use a new technology innovation to put this into action. We decided that a mobile app would be the ideal solution for this. It is a fast and easy way to foster positive relationships between new pet owners to their cats.
COMING TO CATSPEAK
We imagined an application that would analyze a cat’s behaviors in realtime, from its movements and vocal tones. We felt catspeak would be an appropriate name due to its brevity and that it evokes the purpose of our app.
The tagline had many iterations, but we liked “decode your cat” because not only does it suggest the purpose of our application, but is also a call to action for our potential users. We decided to use all lowercase characters in our name and tagline to be more accessible and informal.
BUILDING THE AESTHETIC
Initial sketches of the brandmark feature visual interpretations of the mark. How could we portray the name visually in the most simple terms? The chosen direction was the chat bubble combined with a cat's head. We felt this portrays as much information as needed, if the mark is presented alone.
The goal for the brandmark was to evoke a feeling of comfort and accessibility. To produce this, I selectively rounded terminals to create better flow within the mark. The overlapping crossbar of the lowercase T was removed on the left side to avoid visual disruption between the A and the T. I adjusted the kerning to create a tighter wordmark. The body width of the lowercase K was decreased for better balance.