WHAT’S FREE

Project: Personal Project

Type: Brand Identity and App Design

Role: Researcher & Designer

Year: 2024

Creative Suite:

What’s Free required a brand identity and app design that would resonate with its audience and reflect its core values of excitement, friendliness, trustworthiness and boldness. The brand’s goal is to build a community for those seeking a life free from guilt and stress from money, focusing on joy and well-being.

To achieve this, the design needed to embody the heart of living life freely. The resulting identity and app design highlight these values, creating a vibrant and engaging platform that supports individual satisfaction and excitement, promotes resourcefulness, and reduces waste.

LIVE LIFE FREE

  • What's Free was born out of a desire to make life more liberating for people. In acknowledging the growing financial strain on individuals, which often limits their ability to enjoy life fully, the brand set out to explore how it could alleviate some of this burden. Initial research provided a general understanding of the problem, but the next step was to dive deeper. This involved conducting consumer research, asking people about their financial challenges and exploring potential solutions they were already considering. One major insight was the desire to limit expenses, and many participants highlighted the appeal of having access to free items as a means of relieving financial pressure.

    With this information, What's Free shaped its brand around the idea of joy and community, creating moments of relief from financial stress. The branding process began by designing a logo that was both bold and friendly, with the “S” in the wordmark representing saving, sharing, and community connection. The logo’s design was intentional in communicating the core values of the brand while remaining approachable and inclusive.

    The colour palette was carefully selected and tested against the app’s design to ensure clarity and legibility. Open Sans was chosen as the typeface due to its modern, clean lines, which contributed to the app’s user-friendly interface. Consumer feedback played a significant role in refining the final design, particularly in adjusting colours and specific visual elements to enhance the user experience.

    In addition to the app, various brand assets were developed, including stickers that could be placed on items identified as “free” through the app. Sponsorships from local councils and businesses helped expand the brand’s reach, allowing the creation of posters, Instagram campaigns, and branded bags that reinforced What's Free's presence in the community. By promoting a sense of connection and reducing financial stress, What's Free brought its vision of freedom and joy to life, helping people embrace free moments and opportunities.

Blue background featuring an iPhone with the app displayed on the screen. The image provides a clear view of the app's interface, showcasing its user-friendly design and functionality, offering a preview of the app's layout and features.
Vintage old chair and retro TV placed on the side of a path, surrounded by bushes, with a 'Tuy' sticker on the box indicating its connection to the 'What's Free' app. The scene evokes a nostalgic yet modern touch, symbolizing the blend of old and new
Purple tote bag with the text 'Live Life Free' prominently displayed, set against a background that highlights the brand's core values. The image conveys the brand's commitment to freedom, sustainability, and empowering individuals to embrace a life
Purple 'Live Life Free' sticker on a vibrant orange background. This bold design reflects the brand’s energetic and empowering message, offering a fun and dynamic visual representation of the brand’s commitment to freedom and individuality.
Blue background featuring a phone displaying the 'Free Hacks' section of the 'What's Free' app. The screen showcases useful tips and tricks, emphasizing the app's value in offering accessible, practical advice to users seeking ways to save and live s
Person sitting comfortably with feet resting on a bike, holding an iPhone displaying the 'What's Happening' page, while reading a magazine. The scene blends relaxation and staying updated, showcasing a seamless connection to the latest events and new
Group of people practicing free yoga in a sunny park, embracing wellness and community. The warm sunlight creates a peaceful atmosphere, highlighting the benefits of mindfulness and fitness in an open, natural setting.
Two vintage-style posters on a concrete wall, featuring the brand logo, QR code, and a slightly weathered look. One poster shows a person holding a phone, while happy individuals in the background embody the brand's lively and welcoming atmosphere, o
Happy person looking to the left of their iPhone, engaged and smiling, while connecting with someone in a lively, social setting. The image conveys a sense of positivity, engagement, and connection, reflecting a fun and modern approach to communicati
iPhone screen displaying 'What's Happening' on a vibrant blue background. This image captures the essence of staying informed and connected, portraying a modern and dynamic digital experience.
Person sitting on a couch, casually holding an iPhone displaying the front screen of the 'What's Free' app. The individual is dressed in jeans, highlighting the app's accessibility and modern, user-friendly design in a comfortable setting.
Floating iPhone displaying an Instagram page with the brand's visual identity, set against a purple background. The page showcases the brand's values and desires in white text, offering a vibrant and engaging view of the brand's social presence and m
Research on key statistics and insights gathered from user studies to understand their behaviors, preferences, and needs, helping to inform and shape the brand strategy.
Explore rough wireframe sketches that represent the original ideas behind the website's design. These early drafts help to visualize layout, user experience, and structure before refining the final product.
Watch a dynamic GIF showcasing the design evolution, from initial concept to final version after incorporating valuable feedback. See how adjustments and improvements enhance the overall user experience and aesthetic.
Watch a dynamic GIF showcasing multiple app screens in rapid succession, with the app icon prominently displayed at the forefront. This fast-paced visual highlights the app's features and sleek design, offering a sneak peek into the user experience.
Explore the meaning behind the logo through a creative infographic presented as an equation. Discover how each element — from shapes to colors — combines to form the brand's identity and values in a visual and easy-to-understand format.
Happy person looking at their iPhone, engaged and smiling, while connecting with someone in a lively, social setting. The image conveys a sense of positivity, engagement, and connection, reflecting a fun and modern approach to communication.
Person sitting on a couch, casually holding an iPhone displaying the front screen of the 'What's Free' app. The individual is dressed in jeans, highlighting the app's accessibility and modern, user-friendly design in a comfortable setting.
Group of people practicing free yoga in a sunny park, embracing wellness and community. The warm sunlight creates a peaceful atmosphere, highlighting the benefits of mindfulness and fitness in an open, natural setting.
Vintage old chair and retro TV placed on the side of a path, surrounded by bushes, with a 'Tuy' sticker on the box indicating its connection to the 'What's Free' app.
A simple yet powerful graphic featuring the word "Freedom" in bold, eye-catching text. This design conveys a sense of liberation and empowerment, making it perfect for brands or campaigns that promote independence and personal growth.
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