UseClack – Empowering Minds
Back in 2014 UseClark asked me to create their visual identity and positioning for the brand and their product Year: 2014 – Role: Art Direction
The brand and their product
Useclark is an Amsterdam based start-up founded in 2014. They want to create a solution that'll help the user to read and understand long documents faster. That's why they created a multi device and multi platform tool that works so simple that it not only focus on reading but creates summaries of your read documents, in this way all the read documents become understandable. That easy.
A little bit of background
High professionals read up to an 180 minutes a day to understand the cases they work on. Students on the other side read even more then 300 minutes a day. To help these two groups there are a lot of speedreading tools. They help you to screen faster their endlessly long documents. The only problem that occures is that they learn to read faster instead of really understand the content faster.
An empowered mind has a clear vision
I got inspired by the traditional manual phoropter. The machine that measures your eyes at the optician.
Tagline
With the tagline we want to Capture the essence of UseClark in one sentence. It’s not just making up a line. It’s a collective expedition to the core of Use Clark’s business. It’s about unmasking the key difference, translated into a clever, witty, descriptive line. That's why with UseClark, a reference to Clark 'Superman' Kent, you simply develop more mental power.
UseClark. Empowering minds.
Legibility is key
I used the Galano Grotesque and it's a geometric sans in the tradition of Futura, Avant Garde, Avenir and the like. It has a modern streak which is the result of a harmonization of width and height especially in the lowercase letters to support legibility. Galano Grotesque aims to be a universal weapon not only because it works great in headlines, short and long copies but also because of its subtle neutrality. It comes in 10 different weights with matching italics and is equipped with a set of powerful opentype features including alternative glyphs, fraction, arrows, ligatures and many more. An extended character set, supporting Central, Western and Eastern European languages, rounds up the family.
Business cards
We want the identity to be as personal as possible. In stead of communicating in Name Surname, i adviced to really talk in a personal way that feels authentic.
Patterns
Clark Klent’s eyes in your pocket
Mobile usage of the UseClark tool is growing. This is due to the fact that while we’re on the road, we screen information and don’t really absorb it. Our app keeps the screening, but with this difference that you actually understand and store what you read. Even if you’ve little time.