Feather identity system

Client / context

Personal Project

Timeline

2020

Role

Brand & UI Designer

Status

Concept

Identity system + mobile concept

At a glance

An independent 2020 academic identity concept for a social-video app, developed from early logo sketches into two brand marks, usage guidance, six application studies, and a 13-screen mobile prototype.

Scope: Identity system, application studies, and mobile prototype
My contribution: I independently developed the identity system, application studies, and mobile prototype concept as a personal academic project.
Status: Completed personal academic identity system and mobile prototype concept.
Services: Branding · Illustration · Typography · Mobile App Design

01 Feather case study

Define a warmer direction for connection

Feather is a 2020 personal academic concept for a social-video app created during a period of more time spent at home. The brief used Zoom's formal communication, TikTok's entertainment focus, and Facebook's broader social context as reference points for a warmer space centred on connection, entertainment, and company.

The direction is light, warm, and cheerful. Friend · Family · Future gives the name a social frame, while the feather recalls a quill carrying messages between people.

02 Feather case study

Resolve one identity through two marks

I narrowed the sketches using three criteria: the mark needed to feel warm rather than corporate, connect the Feather name to conversation, and work beyond a full wordmark. F-based and single-feather directions communicated the name but weakened the social idea, while more decorative options were harder to simplify. I selected paired feathers inside a conversation outline because the mark retained both meanings, then kept the script wordmark for applications where name recognition mattered.

The full lockup introduces Feather by name for formal applications; the simplified symbol carries the paired feathers and conversation outline into casual applications. Construction and misuse sheets document proportions, placement, and tagline relationships so the composition can change while remaining recognisable.

Early sketches compare lettering-led, feather-led, and conversational directions.

Selected evidence

From sketch directions to the final mark

The original sketch sheet shows the lettering, conversation, and feather directions beside the developed combination.

Letter F and lettering studies explore different ways to express the name.

Conversation shapes connect the identity to social interaction.

Feather and wordmark studies explore symbol and lettering relationships.

Developed Feather mark with paired feathers and conversation outline — Final combination: wordmark, paired feathers, and conversation outline.

The selected mark combines the wordmark, paired feathers, and conversation outline.

Tagline and type studies give the identity a human, social voice.

Full lockup: construction, colour references, and treatments to avoid.

Feather simplified symbol construction grid and incorrect symbol and tagline arrangements — Simplified lockup: preserve the feather pair, outline, and tagline relationship.

03 Feather case study

Carry the same character into mobile

I used the 13-screen prototype to carry the identity across entry, profile, contacts, messaging, settings, and error states. Repeating the simplified mark, teal actions, and darker content surfaces gave those moments a shared character, while the full video-chat and sharing paths remained a concept for further interaction design and usability testing.

Contacts and messages shift the emphasis from finding a person to following a conversation while keeping the same palette and rounded profile imagery. This continuity shows how the system carries its character through controls and content alongside the logo.

Visible screens carry the simplified mark, teal actions, and profile imagery into mobile.

Selected evidence

One palette across interface states

Selected screens from the original prototype show how the identity moves from entry to contacts, messaging, and error states.

Feather prototype splash screen — Welcome screen with Feather name and entry actions.

Feather prototype contacts screen — Contacts grid with message actions.

Feather prototype message screen — Messages view with conversation bubbles and composer.

Feather prototype error message screen — Error state with a return action.

Feather eight-colour palette with pink, mint, green, pale yellow, teal, bright yellow, coral, and orange — Soft base colours are paired with brighter accents.

Both configurations are explored across light, dark, and monochrome treatments.

04 Feather case study

Apply the identity across everyday objects

Six application studies show the identity across cards, packaging, a mug, a tote, a cap, and apparel. On the cap, the paired-feather symbol stands alone as a compact embroidered mark. On the tote and takeaway cup, a central symbol sits within a larger repeating pattern. These variations show how scale and material change the balance between a single mark and a broader graphic surface.

Feather business-card mockup with a floating card and stacked cards — Business cards

Feather pink packaging pouch and takeaway cup mockup — Packaging & takeaway cup

Feather ceramic mug mockup on a mint background — Ceramic mug

Feather pink tote-bag mockup on a teal background — Everyday tote: a central symbol anchors the larger repeating pattern.

Feather grey cap mockup with the paired feather symbol — Embroidered cap: the paired-feather symbol stands alone on a compact surface.

Feather white T-shirt, stationery and cylindrical packaging mockup — Apparel & stationery

05 Feather case study

Outcome and reflection

The completed academic concept includes two logo configurations, tagline and type studies, construction and colour guidance, six application studies, and a 13-screen mobile prototype. Together, the deliverables connect the identity from logo rules to physical touchpoints and interface states.

A next pass should check small-size symbol and tagline legibility, define accessible interface colours, and prototype the promised video-conversation and sharing paths. Those retrospective tests would reveal where the visual system supports recognition and where interaction rules still need definition.