Crowd Brands New Business Management Platform ‘myAko’
Global creative agency Crowd has designed the brand identity for myAko, a new business management app developed specifically for the care sector.
The new brand encompasses both visual and verbal dimensions, including social media assets, a website landing page and an animated launch video.
“This wasn’t just a marketing project. Our role was to help this incredible initiative define their brand purpose. We created the distinctive name: ‘Ako’ is a Maori word meaning ‘to learn, study, instruct, teach, advise’. This concept led to a brand idea that could reflect itself across every area of the business – from the logo design, to the learning platform,” explains Emma Glazier, head of social at Crowd.
The logo is complemented by natural shots and an animated video, while the tone of voice has been created “to build trust with customers but be perceived as experts in the field at the same time”.
Typography details include the use of Quicksand and Open Sans, which the designers claim combine to help create a look that is not only “friendly and legible” but one that also positions the company “as caring and trustworthy”.