Having already garnered acclaim for the technology behind the app, Step sought an aesthetic and strategic restructuring to match its ever-expanding audience.
Facing increasing popularity, it soon became clear that Step was reaching a very specific audience, and required a tailored strategy to grow; looking to speak to an audience with disposable income and a more curated, culturally-centric lifestyle. Together, we asked what would be the most visually reactive solution to bridging this gap, and how could we digitally interact with an audience that has such tactile sensibilities.
The answer came in a calm but charming serif that, appropriate to the culturally-savvy audience, exuded a trustworthy character as well as a versatile flamboyancy courtesy of its extensive set of symbols. These motifs were applied across the identity as a flexible graphic device, referencing both the audience’s own style of communication and the eclectic function of the app.
Restructuring the existing identity whilst developing entirely bespoke static and motion guidelines, social templates, copy guidance and a new strapline for the brand, our overall realignment for Step culminated in a billboard campaign that saw the brand’s new vision and core principles come to life – physically realised to signify their bridge between the visceral and the digital world.