LIVIT (formerly LiveAF), a live streaming mobile app
As the Head of Marketing, I oversaw all brand and marketing strategy, including:
Rebrand of LiveAF to LIVIT (market research, naming, art direction, PR, and a launch campaign)
Brand positioning, identity, and messaging for rebrand
Ad creatives and marketing materials
Social media + content management
Name: We rebranded from LiveAF to LIVIT. The new name (pronounced with a short "i" like rivet) is inspired by the candid, real life content that's shared on the app; through the new name, we were encouraging users to show how they live their lives via livestream.
Brand Identity: We went with a vibrant color palette to evoke the vibrancy of live content. The new logomark features bold block text with softer edges to communicate an approachable vibe. The broken-up T at the end serves 2 purposes:
1) Without the right square of the T, the I and T make "17," subtly shouting out the parent company, 17 Media.
2) The small square can be animated to blink in red, communicating the live recording aspect of the app.