We might be artists, but we're also developers, and man do we love technology, the efficiency it allows and the solutions it offers

A simple and intriguing branding and web project we did for StreamNative.

Branding and Web Design

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Lorable’s iconography reflects the clear shapes and style to match its brand identity. The icons take the approach of being recognizable and functional. The simplicity allows for the tone of the content to be at the forefront.

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Lorable uses a color theme inspired by rich yellowed pages of a novel, complemented by the dark blues of the night sky.

Let's Talk Color

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The interface must adapt to different lighting conditions to avoid poor readability or glare. Designing for dark mode allows for content to be easier on the eyes in dimmer environments.

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Lorable’s stories are developed based on casual human conversations so users are acclimated effortlessly. The UI we created assists in guiding the user through a natural flow of conversation.

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Lorable is a storytelling app developed by the Northern Nevada based startup to engage both readers and writers with interactive plot building. Through strategic branding, material design, and clarified theming, we helped create an app experience that is engaging and easy to explore.

A Story Worth Sharing Through UX

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A community platform built scalable before anything else

Designed for scalability 

Developing a bilingual, neutral identity that married verticals together was paramount.

Finding the right fit 

A breathable means of iteration during every step proved beneficial for a breathable family products.

After iteration and iteration, we ruled out the elephant concept. Chosen because of the wisdom and memory of an elephant, it meant a lot to our team but just wasn't resonating with our audience.

Sometimes it just doesn't work

We started to shift our crosshairs towards something a bit more universal. At the end of the day, our mission with Craftlog was straightforward: create a platform to share your passion and tell a story.

Speak to a wider audience

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Leveraging geometric precision as well as Fibonacci techniques throughout our mark, we set sail in the direction of the play button concept due to its instant recognition as well as scalable geometry.

Representing all verticals 

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As with the initial exploration, we chose to explore every dimension we could take with the mark before landing on a final approach.

Finding out what you do not like 

And, as usual, we toned it back a bit and infused our vertical marks with our family brandmark to be most safe, which down the road we will learn is a bit more difficult than once thought.

Go bonkers, then simplify

The most universal language you can execute within your product is illustration. So, we made a language of illustration that not only adopts colors but also adopts the emotion between verticals.

Universal language

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An ever growing set of illustrations was imperative to a successful launch.

Speak my language 

Once we dialed in our initial identity, it was time to set sail and start iterating on prototypes.

Prototypes

Design is an ongoing imperative, and when building products, it’s an indispensable trait to iterate as quickly as possible between design and development.

Our goal is not to reinvent the wheel, but design experiences that speak to the users on an emotional level of connection while improving our algorithm and retention in every step.

Follow me into the dark 

This means leaving no stone unturned - including the wonderful world of email notifications. The last thing in our crosshairs was a spammy, mindless email to receive in the morning.

Show me what you got 

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With the badass team behind Craftlog, we had very smart algorithms that improve upon themselves based on each email you get. In return, the users receive what they want. On top of that, we built a system for the people at Craftlog to build any retentive loop they wanted to measure.

Get smart 

Dialing in a web interface was paramount to a delightful experience, so we focused on a design for desktop that not only provided its own value to the power users, but provide the same experience to the users who may not be able to download the app.

The final frontier

Web is some of our favorite putting greens to experiment in because it does not require a download but offers the same experience.

Pretty pretty pixels

After nearly 2 years of close-knit design & development, we took all verticals out of beta on the Play Store in November of 2017. Since launch, we are approaching nearly 1 million downloads per vertical, 2500+ reviews with 4 or more stars.

Now that Craftlog is in the wild, we have more feedback daily to make data-driven decisions to improve the product.

Swift development paired with laser-focused design allows agility in response to feedback.

Craftlog is an ongoing journey to create, indulge, and improve a platform to share unforgettable experiences.

Only up from here 

When you love what you do, whether it be cooking, woodwork, home improvement, or even sewing you can’t help but want to shout it from the rooftops. Our San Francisco (also Brazilian and Italian) friends at Craftlog make it easy for you to not only share your projects with others, but find new projects to fall in love with. Featuring a flexible user interface, user experience, and well crafted interaction design, we’ve worked hard with our long-term partners-in-craft to make an app that's so easy to use even your mom can make your family recipes live on forever.

Technology

StreamNative

Lorable

Craftlog