A new brand identity & visual language for Turnip's social feature—Zap.
ROLE
IDENTITY DESIGN, CONCEPTUALISATION, VISUAL LANGUAGE
COMPANY
TURNIP MEDIA PVT. LTD.
Brief
Turnip, a live streaming and audio room platform launched a social sharing feature which needed it's own branding. This feature was called 'Zap' inspired from comic books and meant 'boom', 'quick' or 'instant'.
Inspiration
Pop art being the primary reference, many identity concepts were developed around it. 'Zap' is a sound and also a quick movement. Hence, dynamism, movement and playfulness were the pillars for developing the new language.
Direction
The app targeted Gen-Z from colleges in India and South Africa. To cater to this audience, conversational language, solid and vibrant colours, thick outlines, and hand-drawn quirky typefaces were used.
Identity Explorations
I explored different wordmarks and symbols for 'Zap' before shortlisting a few to extend their visual language. The iterations represented movement, flash of light, electricity and the boom shape to represent Zap literally.
Visual Language Exploration
Before the identity showcased above, I also explored a few more directions. Here, we see the letter 'Z' with a swoosh depicting a quick movement and appears flexible. I used the different spaces that its form created to create dynamic visuals.
Visual Language Exploration
'Boom' in comic books is loud and electric and it is represented using a bolt of lightning. This was used to create a set of visuals with strong and vibrant colour accents.
