Unity Influence is an AI based web application that matches influencers (who wants to create paid postings on Instagram) to brands (who wants to advertise with high customer conversion rate). Although influencer marketing has exploded in 2017, nothing too sophisticated in terms of product was out in the market.
At it's core, Unity wanted to be personal and human-centric. Most tech companies create great products but become standardized and robotized. Unity needed a human touch.
Ideation / Brainstorming
I consulted with the team to understand not only company values, but also how each employee perceives it and why Unity is special and unique. Some focus groups were conducted with influencers and brand owners to understand their struggles and goals, so we could put the Unity factor on the equation. Some key points:
"Unity is all about people." - Unity Employee
"We are here to help each other. We believe in what we do. We care." Unity Employee
"Being an influencer is hard. I have not only to engage with my public 24/7 but also to keep up with the business side, attending client meetings, doing paperwork, pitching myself. And there's no sense of community. I feel alone." - Influencer
"Influencer marketing is our focus this year. Regular advertising is annoying and people don't click on it. I mean, as a customer I rely on Yelp or Amazon reviews... We all believe in real people" - Brand owner about influencer loyalty
Paper and Software sketching
2nd Round - Software
The concept chosen
Although the original color chosen was "battery green", Unity shows its irreverence by using different colors for different mediums. It works perfectly in light and dark backgrounds, and in portrait and landscape mode.
Awesome Instagram accounts are full of color. On the same note, Unity advertises with hue, saturation and all sorts of themes: fitness, tech, fashion, beauty and so on...
PS: Two of the images below were taken by me. Yes, I love photoshoots...
Client facing presentations are more corporate and straightforward. The usage of color and image is limited and defined by the semantics rather than emotion.
Finally, one of the most important brand artifact is the tone of voice. As a human-centered organization Unity personalizes all the touch-points with its customers and clients. Phone calls and e-mails should be answered with a smile on the face (research shows people can tell weather the other person on the line is smiling or not). Welcome kits and warm postcards are given/written to collaborators and new influencers.