Branding Guidelines
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Introduction Brand Values The Identity
Brand Expression
The App Marketing Stationery Merchandise
Introduction
Katarina's senior project idea, Leisurful is a mobile
from making choices that could benefit ourselves. Factors
application that helps working adults to be able to spend
that could hinder the ability to pursue our hobbies could
time on their own hobbies. The idea was born from the
be work, family, physical or mental health and school. At
thought that being able to spend time on hobbies is what
Leisurful, we take this into account when formatting our
makes every individual unique, and often adults, especially
application for working adults with limited time. That is why
working adults, do not spend time on their own hobbies
our solution focuses on your small successes and rewards
as much as they would like to. Making time to explore
for each milestone you complete. The small successes lead
your own interests gives meaning to the time you spend
to even bigger changes, and at Leisurful, each success is
on yourself. Often, leisure activities and hobbies are how
something to be celebrated.
people mentally reset from the daily grind of life, and being able to manage how this time can be spent is the main task of the mobile application. There are countless hobbies anyone could enjoy, but people simply do not have all the time in the world to explore them. This mobile application was designed to solve this issue from a time management perspective through a self-help lens. One word that could be used to describe the core purpose of not only the application, but for the company itself would be motivation. Motivation is the invisible force that drives people to make choices and do the activities they want to explore, but often events or circumstances in our lives prohibit us
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Brand Values
Our Mission At Leisurful, we strive to help cultivate a better world
accomplished, relaxed or even thrilled when you spend
for every human being. Every worker, parent and student
time on your hobbies. Our mission is to positively effect
needs to give themselves a break from this whirlwind of
hobby routines of working adults who feel like they can't
a gift we call life and cherish themselves, even if it's for
balance it all, and to make them one step closer at being
an hour or two a week, you deserve it. You deserve to feel
the best version of themselves.
The Big Idea
We offer a rewarding leisure experience that even the busiest individuals can benefit from.
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Our Values
Encourage Personal Growth One step at a time
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Explore Your Soul Try new things
Inspire Joy Happiness in oneself inspires happiness in others
Think Positive The smallest wins matter
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The Identity
Full Color Logos The Leisurful logo can be displayed both horizontally
shapes signify the concept that leisure time and hobbies
and vertically. The logotype is paired with a logomark. The
are practiced during the free time people have, so the
logomark is an abstraction of a human being. The organic
logo itself presents a quality of freedom.
Pantone 2728 C
Pantone 7689 C
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One Color Logos The Leisurful logo was made so that it can be displayed in just one color and still be effective. Besides black and white, our logo can be seen in the original dark blue when necessary.
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Logo Clear Space The Leisurful logo has a clear space that can be measured by the width of the letter 'u' in the logo.
x
x
x
x
x
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x
x
x
x
x
Logo Minimum Size The logo has a minimum size requirement. The main
smaller than .75 inches, or 55 pixels wide. This minimum size
logo should be presented at a size no smaller than 1 inches,
requirement ensures that the logo is shown as respectable
or 75 pixels wide. The vertical logo should be presented no
as possible, so that all the details are preserved.
1" 75px
.75" 55px
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Logo Misuse The logo should not be used in any of the ways presented here. This ensures that the logo and the brand itself is correctly presented.
DO NOT change the color
DO NOT flip the logomark
DO NOT distort or squeeze the logo
DO NOT change size of logomark
DO NOT make the logo unreadable
DO NOT skew the logotype
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Brand Colors The Leisurful brand has a color palette that reflects
emphasize the joy the brand represents. Pink invokes the
the overall positivity and fun that we value. Besides the
creativity that is naturally a part of hobbies and the green
calming blue hues of the logo, pastels such as the light
highlights the calmer emotions associated with hobbies.
green and pink contrast well with the dark hues and
PANTONE 2728 C RGB: 0, 71, 186 CMYK: 96, 78, 0, 0 HEX: # 0047ba
PANTONE 7689 C RGB: 35, 141, 193 CMYK: 79, 33, 7, 0 HEX: # 238dc1 PANTONE 0921 C RGB: 153, 230, 216 CMYK: 36, 0, 21, 0 HEX: # 99e6d8 PANTONE 698 C RGB: 244, 211, 214 CMYK: 2, 19, 8, 0 HEX: # f4d3d6
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Brand Typography
Aa Aa Heading
Body Text
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Adonis Bold
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BigCity Grotesque Pro
Brand Expression
Illustration One of the ways the Leisurful communicates their
aspects of the app with ease. The icons use the brand
personality is through the use of illustrations to appeal
colors and have an overall friendly feel. In marketing,
to a wide audience of individuals and to keep with the
we use colorful and stylized illustrations of characters to
positive, fun aesthetics. Leisurful uses a variety of icons
convey our brand message. This involves the use bright
throughout the app to convey multiple concepts and
colors and gradients, and rounded shapes.
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The Yoga Enthusiast This character loves to do yoga as a hobby. When doing yoga she is in her happy place up in the clouds. Yoga relaxes her and makes her feel stress-free.
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The Bookworm The bookworm loves to read in her free time. When reading she is transported into different worlds and landscapes. While reading she often imagines being in a tropical island to herself, away from any distractions and the hustle of her daily life.
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The Painter For this character, painting is his passion. When he paints, he feels creative and stress-free. He likes to paint landscapes, especially places where he would like to travel to. Right now he is painting a beach where he feels like he could vacation to.
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Iconography Maintaining a consistent iconography style is very
that is associated with our brand. The purpose of most
important, especially since the mobile application relies
iconography is to present analytics that the user wants to
on recognizable yet simple imagery that users can identify
see, such as time spent on a hobby (hourly, daily, weekly
with for different sections or aspects of the app. Our icon
and monthly) so reusing a steady template for the icons
style utilizes three of our brand colors. A moderate stroke
is very important in order for users to easily recognize the
weight gives the appearance of the icons contrast and
type of data they could be looking at.
the use of rounded strokes evokes the friendly presence
Analytic Icons in Profile Section
Badge for 10 Photos in Accomplishment Photo Gallery
Jan Weekly Report
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Monthly Analytics
2021 Yearly Review
10
Hobby Icons
Navigation Icons
Badge Icons
10
hours
10
7
10
Other Icons
Jan
Jan
Jan
2021
STOP
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Examples of Illustrations on the App
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Copywriting Expression
Positive Inspiring Loving
Helpful Upbeat
Casual Warm
Encouraging
Optimistic Fun Assuring Kind Caring
Cheerful Comforting
Friendly
Uplifting
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The App
App Concept The app consists of several main functions to help
the user has done in the past can provide encouragement
the user both track the time they spend on their hobbies.
for the user to spend more time on their hobbies. Achieve-
Instead of just having the basic calendar function, it has
ments are also an aspect of the app that can be received
been paired with a goals section. The goals can be daily,
based on time spent on a hobby or a streak maintained
weekly, or monthly depending on what the user wants.
by doing a hobby for an amount of time on a daily basis.
This helps the user to be able to create hobby session
The accomplishments photo gallery allows the user to
events on their calendar based on the goals they want
keep a database of their own hobby journey. The user can
to pursue. To aid the users in long-term motivation, the
add photos and organize them into albums for optimal
profile consists of several functions such as the weekly
organization. Lastly, the hobby hub function is the hub for
report, monthly analytics and an accomplishments photo
all of the user's hobbies, where the user can create, edit
gallery. The ability to go back in time (whether it was a
and delete their hobbies, giving full control throughout
week ago, a month ago, several months ago, etc) see what
the user's hobby-based journey.
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App Icon
IOS Icon
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Android Icon
Quiz Prototype The app contains a quiz that will make it easier for users to create their first hobby-based goal on the app. Here is just a snapshot of the quiz that actually contains five questions.
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The App
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Marketing
Marketing Concept The marketing concept was inspired by qualitative
for the advertisements reflect common hobbies con-
and quantitative research that was conducted prior to the
sumers have such as reading, painting or doing yoga.
creation of the app. Hobbies often bring joy to people in
The Illustrations depict people doing their hobbies and
different ways and consumers have different interests.
experiencing (via a thought bubble shape) their 'happy
We decided to express this concept in our marketing.
place'. For some this is by the beach, and for others their
The tagline throughout the campaign is "Where is your
happy place is in the clouds. The consumer interaction
happy place?" which poses the question to the con-
relates to the marketing concept by prompting consum-
sumer where their potential 'happy place' is while they
ers to take pictures of them doing their hobbies and
pursue hobbies in their leisure time. The advertise-
their 'happy place' with the hashtag #myhappyplace.
ments prompt consumers to find their happy place by
We advertised our campaign through multiple outlets
using the application, which will allow them to spend
such as social media, outdoor advertising, subways,
more time in their 'happy place'. The illustrations used
and magazines.
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Instagram Carousel
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Consumer Interaction and Pinterest Ads
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Web Banners
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Landing Page
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Bus Shelter
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Vertical Billboard
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Horizontal Billboard
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Train Station Ad
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Vertical Subway Ad
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Horizontal Subway Ad
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Train
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Magazine Ad
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Stationery
Full Stationery Set
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Business Card
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Notebook
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Merchandise
Desk Calendar
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Phone Case
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Tech Merchandise
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Stationery Merchandise
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Miscellaneous Merchandise
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Miscellaneous Merchandise
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Summary By launching this brand and app, we hope to motivate
as a brand. This is reflected by the customizability users
more adults, especially working adults into pursuing
can experience on our app. Making sure users can control
their hobbies more regularly. We encourage individuals
their own hobby journey is critical for users to be able to
to think more about their own personal goals and as a
regulate their hobbies the way the user wants.
result grow as unique individuals. Inspiring individuals into exploring their own interests is one of our main goals
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