The visual strategy of Leisurful is fun, vibrant, and playful. The fluid motion of the logomark illustrates the freedom people experience from hobbies. The logomark is complemented with the wordmark that maintains the same fluidity that the logomark exudes. The brand uses a color palette of blues with complemented with green and pink. The supporting green and pink add contrast against the dark blue. The blues represent calmer emotions that are associated with relaxing hobbies and leisure time while the pink represents the fun and creative aspects related to hobbies.
Logo Sketches
Logo Progress
The initial logo was seen as too dark and it was suggested to connect the period and the letter “f” more closely. The shape of the logomark was also too sharp and angular so changes were made to give it a more rounded appearance.
Research was conducted that influenced the development of the brand and mobile application.
Two outlets of research included an online survey and in-person interviews of employed individuals. Fifty-four surveys and twenty-one interviews were conducted. By conducting this research, the development of the target audience and application became tailored to the common factors that prevent people from spending time on their hobbies including work, school, family and health.
Two outlets of research included an online survey and in-person interviews of employed individuals. Fifty-four surveys and twenty-one interviews were conducted. By conducting this research, the development of the target audience and application became tailored to the common factors that prevent people from spending time on their hobbies including work, school, family and health.
The surveys demonstrated how valuable leisure time is for working adults as forty percent of respondents who worked between thirty-one to forty hours a week said they had less than six hours of leisure time. The interviews also showed this as eight out of the twenty-one interviewees indicated having at least two jobs.
Mobile App UI
Leisurful is a free mobile app that provides users full control of what hobbies they would like to track and what goals they want to pursue related to their hobbies. The main goal of the app is to provide working adults more control over how they spend time on their hobbies. The UI reflects the visual brand identity, with fun custom icons and illustrations created to make an engaging experience for the user.
Icon Design
Maintaining a consistent iconography style is very important for easily recognizable imagery that users can identify with for different sections or aspects of the app. A moderate stroke weight gives contrast, and the use of rounded strokes evokes the friendly presence that is associated with our brand.
Marketing Concept
The marketing concept was inspired by the research. Hobbies often bring joy to people in different ways and consumers have different interests. I decided to express this concept in our marketing. The tagline throughout the campaign is “Where is your happy place?” which poses the question to the consumer where their potential happy place is while they pursue hobbies during their leisure time. The advertisements prompt consumers to find their happy place by using the application.
I wanted to advertise in various outlets to catch people on the go, including social media, subways and outdoor billboards. Here is a snapshot of some of those ads.
Consumer Interaction
Concept of a post that would prompt users to post photos of their recent hobby accomplishment with the hashtag #myhappyplace.
Branded Stationery + Merchandise
