Crafting Hopin's new product brand through collaborative efforts and strategic design.
Role
Lead designer
Brand strategist
Brand designer
type of work
Branding & Web Design
Team
In-house product team
Habitat Agency
Client
Hopin
Year
2023
As Hopin adapted its product vision to explore new market opportunities amidst rapid AI advancements, the company embraced a future growth strategy focused on Community. This initiative required a distinct and refined brand identity for the new product.
The design process was streamlined using existing data, and collaborative workshops helped define the brand’s mission, personality, and positioning to ensure alignment with these core values. By focusing on key traits, the process ensured the brand's identity resonated with its community-oriented goals.
These visual concepts were developed to align with the brand’s mission, persona, and core values. The "Longwave" concept was chosen and further developed to embody warmth, trust, and personal connection, bringing the brand’s vision to life. Through iterations and collaboration, the team refined the aesthetic for scalability and consistency, ensuring clarity from concept to execution.
Logo
After exploring multiple ideas, the final design featured "Superwave" flowing seamlessly within a wave motif, creating a rhythmic and visually engaging experience. This became the primary logo, with the wave element ensuring versatility and scalability, especially for smaller formats, supporting the brand's multi-product strategy.
Colors
In a world where many software brands rely on black, white and saturated blues, we embrace a color palette of soft tones. Desaturated greens, reds and yellows speak to the sense of connection that we see in the best communities.
Although soft colors can convey warmth and a personal touch, they often present challenges in passing accessibility tests. When applying this palette to product interfaces, I carefully ensured that all possible color scales and combinations met accessibility standards, maintaining both the visual appeal and functional inclusivity of the design.
Typography
Plus Jakarta Sans brings a modern, friendly touch to Superwave's identity, with its taller x-height and open counters enhancing legibility. This helps communicate our distinct "superness" across digital spaces. For the app’s content-heavy design, we customized "Superwave Sans" to ensure high readability and accessibility in threads and messages, aligning the typography with the brand’s friendly, community-driven feel while enhancing user experience.
Visual grammars
By leveraging the wave motif, varying its scale and positioning, a diverse set of impactful graphics were created. This approach strengthened visual consistency while allowing unique, memorable experiences that resonated with the audience, ensuring that the brand image was both cohesive and engaging.