Brand identity • Interface design
Masher’s technology allows users to create quick & easy video mashups on the fly within Masher’s website. We were tasked with creating an engaging online brand identity aimed to appeal to Masher’s core audience (12-18 year olds). Firedog also delivered visual positioning, messaging and logotype.
We created a whole raft of logotypes all with very specific visual identities. As the market is typically viewed as disaffected and brand cynical, it was important that the graphical tone was correct and not too cheesy.
The final logotype selected uses the principals of slashed up typography to convey the mashing process that the user might go through. Splicing, hacking and shredding through still images, video, effects and typography in a very fast spontaneous fashion is the given with this brand, so the mark needed to reflect this somewhat chaotic working environment. Mashing is the process of creating unique clips from existing footage, soundtracks and digital still images. Once the audio and visual content is mashed into place (using BBC’s Masher interface), the user can distribute the mashup clip via their mobiles or social networking sites. This makes it really easy for users to create quick, tactical little clips to send to their friends for birthdays and other occasions.
After a consortium of private investors acquired the platform from BBC worldwide in 2008, the business has won a first round investment of £550 K and has won 2009′s Digital Ad Campaign of the year.