The Challenge
A young startup known for creating animated stickers, had developed far loftier ambitions and dreamt of fundamentally changing online conversation. But to be taken seriously, they would need to look like they were about more than twerking Sumos. We were asked to help.

The Approach
Early in our design process we realized that a dotted line created a well understood means of highlighting words or phrases in text messages.

It could also serve as a container, holding words, pictures and more. This simple, flexible graphic device became the conceptual foundation for the entire identity system.

The Outcome
According to founder and CEO, Travis Montaque, the new name (previously it was Emogi) and brand have created immediate value, particularly with investors. Meanwhile the concept of dotted lines has been wholeheartedly embraced by the product team, who are currently integrating it into future user experiences.