Small Hands Against Big Phones Club Branding

The Brand Strategy

Positioning Statement

Small Hands Against Big Phones is a club for tiny-handed people against the growing sizes of smartphones. They rally for universal size inclusion in the technology industry. It’s a geographically diverse club with chapters nationwide with activites spanning from emotional support to activism. They detest the need for tools designed to accomodate exclusive phone sizes like pop-sockets, rings, and phone cases for those who struggle to hold their phones. The smart-technology world should not exclude small hands from their ultrawide, HD, XXL world.

Core Attributes

Passionate, ambitious, outraged, grassroots, undeterred, community-focused, brave

Audience

Activists
16-40 year olds
Small-Handed-People

The Identity Design

A Slap In The Face

The Logo

Small Hands Against Big Phones (SHABP) needed a impactful logo that's highly recognizable. The high-risk approach to typography and color is inspired by the striking work of Paula Scher. The type sits in a crude-looking outline of a hand to reflect the outrage of SHABP. Despite the primitive look, this mark required fine-tuning in order for the colors, tepography, and shapes to sit in harmony with each other.

Additionally, for the logo to be scalable, it needed marks that could be recognized in various sizes. I resolved to create a favicon for the smallest size, and two wordmarks.

High Contrast, Clashing, Complements

The Color Pallete

Pulling vibrant colors opposite from each other usually creates discord in a color pallete as the contrast is often irksome to the eyes. I used this knowledge to curate an electrifying color pallete almost on the edge of being cacophonous. Acid Sting may be used in tints or shades to allow the primary Piercing Pink to shine.

Words to arouse passion

Typography

Words are powerful! The typography of SHABP needs to support a lot of information to relay their words to a wide audience. Contrast, legibility, and volume were prioritized while creating the typographic style of SHABP.

Cubano is a sans-serif used for headlines. Garage Gothic is a condensed sans-serif for subheadlines. Body copy is in Acumin Variable. Fairplex Wide is a serifed font for captions and meta-data. Gallaudet is used as dingbats and bullet-points.

Campaign Materials

Printed

Campaign Materials

Digital

Reflection

For this student project, I had the freedom to choose my client. As someone with small hands and a big phone, I chose to do another branding project for an idea that came to me the semester prior. Initially, I was intimidated by the prospect of the "Small Hands Against Big Phones" Club because I had no idea what it would look like. I later found out that hashing that sort of challenge out is what makes student projects fun. Relying on the Brand Strategy I formulated was key in ensuring the brand was cohesive and fulfilled my vision.