Strategies Behind Twitter's Xtreme Makeover
Say hello to 'X', Twitter's bold new move. Let's dive into the social media-shaking rebrand.
BRANDING
NOVEMBER 2024
Industry
Technology, Media & Entertainment.
Discipline
Visual Identity, UI/UX, Website Development
A curated reading app needed a brand that could cut through the noise of endless digital content while still feeling calm, literary, and human.
We developed a clear identity, landing page, and design system that captured the essence of Erlesen, one handpicked story each week as a pause from scrolling. The outcome is a brand experience that feels thoughtful, clean, and credible, inviting both readers and writers into a space built for meaningful stories.
The Erlesen logo is designed to be both meaningful and versatile. Its hand-drawn form, shaped like an eye that subtly forms the letter "e" reflects the brand’s focus on observation, calm, and thoughtful reading.
At its center lies a subtle pause symbol, reinforcing Erlesen’s promise of daily stillness and reflection. While organic in appearance, the mark is intentionally crafted for clarity and recognition across digital and print. Its unique structure allows it to work as both a stand alone icon and as part of a broader identity system, making it a visual anchor for the poetic rhythm Erlesen offers every day.
At the heart of the brand is a simple idea, a story for every pause. Erlesen delivers one carefully selected story each week, giving readers a chance to slow down and enjoy culture in small, thoughtful doses.
We translated this philosophy into a brand voice and visual system that feels curated, minimal, timeless, and humane. To complement the identity, we integrated artwork from Absurd Design, whose sketch-like style added warmth and playfulness while maintaining Erlesen’s calm and curated feel. Overall, it's an identity that reflects both the quality of the stories and the pause they create in everyday life.
Formata
Human Tales
Strategies Behind Twitter's Xtreme Makeover
Say hello to 'X', Twitter's bold new move. Let's dive into the social media-shaking rebrand.
BRANDING
NOVEMBER 2024
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