Client: Crater.club
Role: Head of Visual Design
Design Synopsis: Branding & Identity, Visual Design, Logo Design
Background: Founded in 2021, Crater.club is a live streaming platform that invites creators and mentors to build channels for knowledge sharing. Crater was conceived as an informal and dynamic community where Designers, Web3 Creators, Marketeers, Crypto Enthusiasts, Developers, 2D and 3D artists, Finance & Stock Experts can interact with live audiences, create their private communities, grow and monetize.
Role: Head of Visual Design
Design Synopsis: Branding & Identity, Visual Design, Logo Design
Background: Founded in 2021, Crater.club is a live streaming platform that invites creators and mentors to build channels for knowledge sharing. Crater was conceived as an informal and dynamic community where Designers, Web3 Creators, Marketeers, Crypto Enthusiasts, Developers, 2D and 3D artists, Finance & Stock Experts can interact with live audiences, create their private communities, grow and monetize.
Crater is dark themed, which is best suited for a video-heavy experience - like a spotlight in a dark theatre or a pinhole camera, where content can take centre-stage.
Designing for Dark Themed Products comes with its own set of learnings.
Some learnings that I swore by for Crater's visual design
'Crater' immediately takes you to the moon. The space connotation is something we wanted to keep as a layer of experience for our audience which is mainly in the 18-35 age group. We wanted a branding that is sleek, playful and inspiring.
The existing Crater logo did not suit all use cases and needed adaptability
and a branded universe to exist in.
The new logo uses the Crater wordmark but also adds a graphic element that gives it direction and structurally adds more height to the logo. Long wordmarks can be hard to use on various media - eg. it leaves awkward spacing when cropped to circles or squares). This problem is addressed by giving some versatile graphic elements.
The primary brand colour, Purple has been used across the product landscape not as a solid, stagnant purple but with gradients where we see purple-blues, purple-blacks and purple-pinks.
For Crater's visual language we played with space elements in unexpected ways. The graphics were an invitation on social media to creators and audiences alike to step into a world which is just the right amount of warped with imagination for them to find their own content style.
Over time Crater's social media, thumbnails, and ad graphics became as diverse as the content on the platform but we kept them tied together with the guiding principles that we had envisioned - the primary purple, dark theme and a gravity defying journey through space.