Yugen Interactive is a start-up company based in Toronto with a unique vision, to empower and help children develop their imagination through storytelling.
Founder and CEO, Ram Puvanesasingham had the idea of developing a tool that allows users to create animated stories using digital and Augmented Reality. After designing a prototype for desktop, he quickly realized that the inherently portable and first person nature of the iPad tablet was the best user experience to present their product.

Yugen was in need of a brand image that reflected the product and would bring the product to life.  A logo and brand image that people could relate to when the company pitched their idea to investors and shareholders was needed.

I joined the project as lead designer to:

• Shape the creative vision.

• Uncover the product identity.

• Produce a memorable brand that resonated with their target audience.

• Create and design presentations, signage and collateral with a new corporate identity.

We came up with the name “Gepeto”, a singular name that summarized all the concepts that inspired the product: creativity, imagination and drive to create anything.

It was important to use a font that looked amiable, youthful and comical. By choosing a clean sans-serif that worked well bold and outlining the letters, we created simple, bouncy, and funny looking forms that added personality to the typography.

We selected stimulating colours that would effectively convey positive emotions to our audience, while also helping to tie in all our graphic elements together cohesively.

While thinking about the story behind the brand, we decided to take it one step further and create additional graphics to portray a sense of journey, exploration, and discovery by designing illustrations using different mediums of transportation.

One of the main things that we noticed during the research is that it was hard for people to understand the concept of the app, specifically when trying to explain the -Augmented Reality- component. To solve this we created a series of short videos and infographics that demonstrate different features of the app and how to use it.