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klara
Klara is a platform that uses an algorithm to match customers with beauty and personal care products based on a unique quiz. The goal is to alleviate the stresses of shopping in an oversaturated market filled with misleading messaging. The founder came to Collective Power in need of a visual identity that felt modern, feminine, and tech-forward.
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Our final brand identity blended the calming properties of gradients with the energy of organic shapes to create a personified amorphous blob that represents Klara.
The logotype utilizes open kerning to further show openness and transparency and lowercase letters to portray familiarity and friendliness. The colors are subdued to prevent the customer from feeling overwhelmed, but warm to provide a sense of energy. The branding walks the line between feeling forward-thinking and comfortable, which is what Klara aims to do as a brand.
Klara was approaching the official launch, and as a web-based platform, web design was a primary focus. Because the intention of the website is to host a detailed quiz and to show personalized product listings, the founder expressed a strong preference for a very simple and clean design. Incorporating the personified blob and balancing it with plenty of white space and simple navigation allows the platform itself to shine. The simplicity of the design translates to mobile with ease.
In the web design stage of the process, the blob will be animated to subtly morph shapes and colors while following the user's cursor. This represents how Klara as a brand aims to guide users through the entire process of finding products that suit them in an industry that largely leaves customers in the dark and forces them to guess and use trial and error.
We provided a mockup of business cards to show how the brand can translate to different applications.
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