What is Wehey?

(in a nutshell)

Wehey is a messaging app, which special feature is to be able to chat with people around, even if you don’t have their phone number. One of their strengths is permitting to make your track disappear whenever you want: just press the bomb icon and the conversation will not be available anymore, not even for the other person involved or the Wehey servers.

The first version was launched just for fun as a trial, without art direction or any other expert professionals in the team… And therefore the result was a mess.

In Wehey words

We daily cross our paths with lots of people but… How many of them would you like to talk to?

Welcome to Wehey! The new way of comunication! Find people close to you and talk with them. Meet new people in an easy way full of fun. Speak to other users in private conversations or join open coversations for multiple users. Connect with the world surrounding you: Make friends, have a date o just enjoy finding people next to you and talking with them.

And if you want to delete the conversation content, what happens in Wehey, stays in Wehey!

Where to start?

Identify what has been done

What do they have by now?

Before to start working, research ahead. The goal was to understand what had been done, how and why.

The Wehey old brand was a combination brand, in which both text and a symbol or icon identifies the brand.

The symbol was a kind of devil face, with a scary smile. The reason why the Wehey founder members had chosen this image was to show a dating app recognizable style. But Wehey could be much more than just another dating app.

According to their decision of changing the way Wehey was seen by users, I recommend them to stop using it, and despite of their first idea of keeping it because it was part of the original idea, the devil finally was removed from the design.

The text was a lowercase neo-grotesque sans-serif typeface, used with negative letterspace, so the types overlap. Also, the baseline was not in use, because they had played with the letters, trying to make them look in a dynamic way.

Start working

Keeping & Improving the brand

The typography

I am not a particular fan of the overlapping types because of the readability problems that it may be caused depending on which support or size you need to show the logo. But the requirement from the client was to keep it.

The first step was to identify which was the font that has been used. It was a neo-grotesque sans-serif typeface. It quickly reminded me to the well recognized Helvetica, but the swiss font had a wider x size, then it was not the Max Miedinger type.

Using a font identification service, I finally had the answer: It was Roboto, the font family developed by Google as the system font for its mobile operating system: Android.

Google describes the font as “modern, yet approachable” and “emotional” The entire font family is available for free and it includes Thin, Light, Regular, Medium, Bold and Black weights with matching oblique styles. It also includes condensed styles in Light, Regular and Bold, with matching oblique designs.

Roboto supports Latin, Greek (partial) and Cyrillic scripts. And also, on Android, the Noto font is used for languages not covered by Roboto, including Chinese (simplified and traditional), Japanese, Korean, Thai and Hindi.

Since one of the Wehey goals was to approach to the international market, it seemed to be clever to keep the font chosen by them. In addition, this way we could maintain part of the previous style.

In the way I understand design, I could not use a font for a branding project as the typographer designed it.

To me, designing is to give the voice to something to support, communicate, and show the world a determined idea, message, etc. always based in the requirements of a solid briefing.

A typography previously designed wasn’t designed being aware of what you know about a brand, and what you want to communicate. And also, it is lazy to just put a type, expand and move it a bit (if the kerning is adjusted).

Some modifications must be done in the Wehey logo. The “W” typo was going to be used as part of the icons, so the personality must communicate a fresh, young, cool brand. To emphasize these characteristics, I made some changes in the letter shape corners, delivering another different look, with a kind of rhythmic ductus.

Also, the vertical alignment of the typos were modified, trying to get a more classy and coherent final look, away from the chaos that the overlapping and the jumping letters could cause.

It may not seem a big difference, but if you pay attention you will notice that now the x height of the different letters are equal to the eye. Furthermore, there is a more elegant look in the way the eye sees the whole set.

The color importance

In my works, the color is one of the principal characteristics and I always give it a high value. In my opinion, if you have a strong and well built color palette, your success is probably guaranteed.

According to the Institute for Color Research, the average person makes a subconscious judgment within 90 seconds, and 2/3 of that judgment is based on color (+info)

Wehey previous design had a big problem with colors. The choice was a mistake, but also the combination of the two of them was terrible.

Using similar tones was the best option in sense of giving continuity to the brand. But definitely not the high vibrance previous ones. Wehey must be a serious and solid brand. It couldn’t be the teenager dating app anymore.

So this is the color palette I built. I kept the hue but in a more adult way, as well as I decided to make it in a wide range of light possibilities because of the use that will be required in the app design.

Color guidelines were given to ensure a good color use.

In order to maintain a good brand appearance, there are some advices to keep in mind when designing collateral material, for example the advise to not use gradients. The previous gradient was one of the problems of the brand. It made it to seem kitsch and in a 90’s non-quality style.

The Wehey team also identified the need for an auxiliar color palette that will be used in the app when required.

I added this palette to the main one, including a selection of ten tones from the whole color spectrum and not restricted to the blue and purple. This way they are able to pick the color they need.

The Wehey Symbol

Wehey needed a combination of symbol and text, because as a new brand, it has to get the more visual cognency as possible.

Inspired in the radar concept, due to the location messaging origin, the resulting symbol is a visual representation of the moment when two people meet while they cross their paths.

The Result

A new Wehey style

Versatility

Wehey everywhere

App icons

Two different icons were needed for the android app.

One of them is the menu icon, full color, but having in mind that the user could have a texturized desktop wallpaper that may cause a lack of visibility.

The solution was a white background.

The notification bar requires another different design, because of the small size.

I adapted the size of the components and got a much more visible icon when it must appear in a tiny size.

Collateral

Business cards

Cool business cards (probably one of the few offline places you will be able to see the Wehey brand applied) give the final touch to the brand design.