MUVI
Client: Concept Development
Focus: Brand Design · Brand Strategy
Role: Brand & Visual Designer · Art Direction
Client: Concept Development
Focus: Brand Design · Brand Strategy
Role: Brand & Visual Designer · Art Direction
Client: Concept Development
Focus: Brand Design · Brand Strategy
Role: Brand & Visual Designer · Art Direction
Problem: Endless scrolling has created a culture of pure decision fatigue. Today’s users are overwhelmed by fragmented platforms, forcing them to jump between different apps for movies, music, education, and wellness.
The Idea: Stop searching, start feeling. Muvi is an AI-powered, mood-based streaming platform that curates cross-category content based entirely on the user's current mood and is designed to reduce user fatigue from navigating multiple platforms. To bring this to market, I built a cohesive brand identity and a 360° launch campaign that positions Muvi not just as a platform, but as a digital cure for the modern content hangover.
Execution: I created a unified brand system built around Muvi’s core promotional pillars: emotion and ease of use. From these foundations, I developed a clear visual language and positioning strategy that simplifies the user experience while reflecting the platform’s dynamic, mood-driven functionality.
Results: The final outcome is a cohesive and scalable brand ecosystem, including a defined strategy, visual identity, cross-platform assets, and a launch campaign that clearly introduces Muvi’s mood-based concept, strengthens user engagement, and positions the platform for sustainable growth.
Problem: Endless scrolling has created a culture of pure decision fatigue. Today’s users are overwhelmed by fragmented platforms, forcing them to jump between different apps for movies, music, education, and wellness.
The Idea: Stop searching, start feeling. Muvi is an AI-powered, mood-based streaming platform that curates cross-category content based entirely on the user's current mood and is designed to reduce user fatigue from navigating multiple platforms. To bring this to market, I built a cohesive brand identity and a 360° launch campaign that positions Muvi not just as a platform, but as a digital cure for the modern content hangover.
Execution: I created a unified brand system built around Muvi’s core promotional pillars: emotion and ease of use. From these foundations, I developed a clear visual language and positioning strategy that simplifies the user experience while reflecting the platform’s dynamic, mood-driven functionality.
Results: The final outcome is a cohesive and scalable brand ecosystem, including a defined strategy, visual identity, cross-platform assets, and a launch campaign that clearly introduces Muvi’s mood-based concept, strengthens user engagement, and positions the platform for sustainable growth.
Problem: Endless scrolling has created a culture of pure decision fatigue. Today’s users are overwhelmed by fragmented platforms, forcing them to jump between different apps for movies, music, education, and wellness.
The Idea: Stop searching, start feeling. Muvi is an AI-powered, mood-based streaming platform that curates cross-category content based entirely on the user's current mood and is designed to reduce user fatigue from navigating multiple platforms. To bring this to market, I built a cohesive brand identity and a 360° launch campaign that positions Muvi not just as a platform, but as a digital cure for the modern content hangover.
Execution: I created a unified brand system built around Muvi’s core promotional pillars: emotion and ease of use. From these foundations, I developed a clear visual language and positioning strategy that simplifies the user experience while reflecting the platform’s dynamic, mood-driven functionality.
Results: The final outcome is a cohesive and scalable brand ecosystem, including a defined strategy, visual identity, cross-platform assets, and a launch campaign that clearly introduces Muvi’s mood-based concept, strengthens user engagement, and positions the platform for sustainable growth.
Brand Identity
Typography
All Round Gothic brings a bold, modern presence to Muvi’s logo and titles, helping the brand feel confident and future-facing. Montserrat supports clarity and accessibility through its neutral, highly legible forms.
All Round Gothic brings a bold, modern presence to Muvi’s logo and titles, helping the brand feel confident and future-facing. Montserrat supports clarity and accessibility through its neutral, highly legible forms.
All Round Gothic brings a bold, modern presence to Muvi’s logo and titles, helping the brand feel confident and future-facing. Montserrat supports clarity and accessibility through its neutral, highly legible forms.
Colour Palette
Muvi’s palette balances depth and energy, using Deep Navy Blue for trust and immersion, Minty Teal for clarity and well-being, and Bright Cyan to signal discovery and interaction.
Muvi’s palette balances depth and energy, using Deep Navy Blue for trust and immersion, Minty Teal for clarity and well-being, and Bright Cyan to signal discovery and interaction.
Muvi’s palette balances depth and energy, using Deep Navy Blue for trust and immersion, Minty Teal for clarity and well-being, and Bright Cyan to signal discovery and interaction.
Logo
Whatever content you choose, shouldn’t it all be about you? That idea inspired Muvi’s logo: a simple combination of two “M” for "Muvi" and "Me", reflecting a personalized, user-focused experience Muvi delivers.
Whatever content you choose, shouldn’t it all be about you? That idea inspired Muvi’s logo: a simple combination of two “M” for "Muvi" and "Me", reflecting a personalized, user-focused experience Muvi delivers.
Whatever content you choose, shouldn’t it all be about you? That idea inspired Muvi’s logo: a simple combination of two “M” for "Muvi" and "Me", reflecting a personalized, user-focused experience Muvi delivers.
Brand Campaign
Campaign Overview
We didn’t just launch an app; we launched an emotional intervention. The Muvi campaign pulls the platform's core algorithm off the screen and into the physical world. From interactive mall kiosks and social drops to a holiday theater takeover, every touchpoint reinforces the core concept of allowing users to choose their entertainment based purely on how they want to feel, rather than what a movie is called or who it was produced by.
We didn’t just launch an app; we launched an emotional intervention. The Muvi campaign pulls the platform's core algorithm off the screen and into the physical world. From interactive mall kiosks and social drops to a holiday theater takeover, every touchpoint reinforces the core concept of allowing users to choose their entertainment based purely on how they want to feel, rather than what a movie is called or who it was produced by.
We didn’t just launch an app; we launched an emotional intervention. The Muvi campaign pulls the platform's core algorithm off the screen and into the physical world. From interactive mall kiosks and social drops to a holiday theater takeover, every touchpoint reinforces the core concept of allowing users to choose their entertainment based purely on how they want to feel, rather than what a movie is called or who it was produced by.
Experimental Campaign
Interactive mall kiosks bring the interface to life, allowing users to test-drive the platform and unlock personalized content and subscription rewards based purely on their current mood.
Interactive mall kiosks bring the interface to life, allowing users to test-drive the platform and unlock personalized content and subscription rewards based purely on their current mood.
Interactive mall kiosks bring the interface to life, allowing users to test-drive the platform and unlock personalized content and subscription rewards based purely on their current mood.
Print Assets
Rather than targeting a narrow demographic, the campaign is designed to intercept human emotion wherever it happens in the real world. An ecosystem of tactile print assets, including collectible direct mail, reward coupons, and interactive bus shelter takeovers, meets everyone from daily commuters to digital natives right in their physical environment.
Rather than targeting a narrow demographic, the campaign is designed to intercept human emotion wherever it happens in the real world. An ecosystem of tactile print assets, including collectible direct mail, reward coupons, and interactive bus shelter takeovers, meets everyone from daily commuters to digital natives right in their physical environment.
Rather than targeting a narrow demographic, the campaign is designed to intercept human emotion wherever it happens in the real world. An ecosystem of tactile print assets, including collectible direct mail, reward coupons, and interactive bus shelter takeovers, meets everyone from daily commuters to digital natives right in their physical environment.
Social Media
The social strategy moves beyond traditional engagement to spark real emotional connection. Through a variety of interactive contests and influencer partnerships, the campaign builds toward Wish Upon a MUVI. This ultimate holiday activation rewards digital engagement with real-world impact, giving the winner the power to grant someone else’s ultimate wish.
The social strategy moves beyond traditional engagement to spark real emotional connection. Through a variety of interactive contests and influencer partnerships, the campaign builds toward Wish Upon a MUVI. This ultimate holiday activation rewards digital engagement with real-world impact, giving the winner the power to grant someone else’s ultimate wish.
The social strategy moves beyond traditional engagement to spark real emotional connection. Through a variety of interactive contests and influencer partnerships, the campaign builds toward Wish Upon a MUVI. This ultimate holiday activation rewards digital engagement with real-world impact, giving the winner the power to grant someone else’s ultimate wish.
Website Interface
Promotional Video
Design Assets
