Challenge
Working professionals often feel they lack time for hobbies due to job demands, family, or other responsibilities. Leisurful’s concept is meant to address that by helping users track, plan, and rediscover leisure. The brand needed visual identity and digital design (UI) that communicates playfulness and relaxation without being overly childish or frivolous. It had to balance professionalism + vibrancy. Needed consistency across many touchpoints: app UI, branding elements, promotional campaigns, and merchandise.
Solution
I developed a cohesive brand identity that feels both lively and calming, well-suited for professionals seeking balance. Research insights strongly guided design, which made UI and visuals feel more grounded. I demonstrated the ability to carry brand from visual identity into UI/UX app environment. Marketing concepts highlight aspirational leisure and personal fulfillment, helping to emotionally connect with the user.
Logo Sketches
Experimented with different wordmark and logomark ideas, including playing with the "L" or with emphasis on "leusir" or "ful". Towards the end of this process, an abstract logomark of a fluid person was the route I thought would be best due to hobbies being such a personal subject, the mark should represent the individual.
Branding
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.
Research
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.
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
Brand Values
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.
Branded Stationery + Merchandise
