VMAX is a Technology Solution Provider (more specifically a Mediation Platform), that allows Mobile App Publishers and App Developers to take complete control of their App Monetization. An App Publisher or Developer has been traditionally relying on a Mobile Advertising Exchange for Monetization of their App. VMAX allows them to maximise their App Yield.

The Context

Yellow Fishes partnered with VMAX to add more dimensions to this progressive, whimsical brand. VMAX's Identity was largely defined by its logo and there was a need to create Brand Visual System that’ll make it consistent and immediately recognisable. We created its Visual Brand Language and Style Guidelines. Visual Brand Language is the second best visual identifier after the logo itself. It helps a brand to be consistent and meaningful without losing relevance. Visual Language avoids redundancy and builds context.
We believe a truly meaningful Visual Language is one that communicates the Brand Promises with Image Style, Illustration Style and Type Style.

During a Landscape-Mapping Session, two key promises were defined for VMAX.
1. Control
2. Maximisation

Defining the Colour Palette

We started by developing a whole new palette of colours. Amber Yellow was chosen to perfectly complement Duke Blue. A rich spectrum of Secondary Colours also lend flexibility, while the thoughtful colour ratio allows the brand to have stronger association amongst both its benefit groups – Publishers & Developers.

The Image Style

We defined an ownable image style wherein Publishers and Developers are seen with their devices in a comfortable posture.

The Illustration Style

Our intention was to create an Illustration style that is simplistic and efficient. It should illustrate “Control” (first key promise). With insightful research, we identified that Control is best depicted by circle and circular movement.

We crafted unique Illustration style for each benefit group – Publisher and Developer. The Illustration style that was termed as “The Controller Unit” is clear representation of how VMAX allows its users to have control over their App.

The Type Style

While the Illustration style manifests the “Control” aspect, the differential edge-to-edge Typography style subtly communicates “Maximisation” (second key promise).

The Phone Design

We’ve considered the tiniest details like creating a unique, ownable platform-independent smartphone that every App Publisher and Developer can associate with. The phone icon is futuristic and timeless.

Iconography

We developed a Grid System for all icons that allowed us to achieve coherence across Brand Communication.

Ensemble

Our deep thinking is applied to every touchpoint. Careful consideration and thoughtful execution increases VMAX’s association, recognition and recall; transforming it into a stronger global brand.

Let’s collaborate

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