BoomPop Rebrand
Building brand & visual language
Overview
Boombox was rebranding under a new name, BoomPop — the team's opportunity to bring a different energy to the name and company direction.
I led the design of the brand identity and visual language for the overall product experience.Rebranding Boombox into BoomPop — a new name, a sharper visual identity, and a brand system built to scale across product and marketing.
Boombox was rebranding under a new name, BoomPop, giving the team a chance to bring fresher energy to the company’s direction without losing the recognition it had already built with customers.
Problem
From Boombox to BoomPop
It is always quite difficult to restart a company with a big initiative — the challenge here was to create an identity unique enough compared to our current competitors, while still being recognizable by our users.
With the new name, we didn't want to depart from our initial brand and risk losing our previous customers' engagement, so it made sense to create an identity that's simply an upgrade instead of reinventing the whole brand.
New brand promise
BoomPop has always been about bringing people together. As BoomPop built its presence in the industry, we've been empowering both guests and partners around the world.
Moodboard direction
Identify System
Updating the wordmark
From Boombox to BoomPop — explorations paired a new mark with the wordmark before landing on the final asterisk-like star.
Wordmark & logo
The wordmark and logo are designed to complement one another; however, they should not be used right next to each other (e.g. on the same line), or else they will compete with each another. This is a common branding pattern used by other companies (see Google and Apple as examples).
The logo works well for instances when a smaller image is required — e.g. a profile image for LinkedIn, Instagram, or Slack. Since we're a young company still building our brand recognition, the wordmark should be used on its own for the majority of use cases; the logo should be used sparingly.
Logo misuse
Ten guardrails kept the mark consistent everywhere it shipped — from cropping and distortion to color and rotation.
Color spectrum
Color palette
Electric blue is our new brand color, the blue is energetic, vibrant, and expressive. We are building recognition in the industry and really make our brand memorable. We use one single color to build consistency through different elements on the platform.
Typography
An initiative to develop consistency throughout the platform that can easily apply to both desktop and mobile experiences. Brand elements include friendly type, soft corners in UI designs, and a variety of colorways for users to express themselves.
Always pair a title font with a body font for a balanced layout — avoid pairing the same font weight and size together, which hurts legibility. We recommend 8–10 words per line of body copy; avoid lines that are too short or too long.
Text usage
Apply black text on light backgrounds and white text on color backgrounds; avoid font colors or grey text that isn't legible against its background. When highlighting words in a sentence, apply a left-to-right gradient from #5452F5 to #63A2D9.
