CULVER

Exploring the world through language. Blending culture and conversation.

the client

This a mock client project based on a brand development Rookie Up project. The client is a new startup tech company in the quickly-growing chatbot industry. They are a small team whose chatbot technology will help people learn new languages online.

 

the product

Users will be able to create an account on the client’s website or app, choose a language and then learn that language via mini-lessons and conversations with the chatbot over text, Facebook Messenger, and on the client’s main mobile app. They are hoping to become the go-to language learning company in the conversational economy.

the problem

The client has been hard at work building the chatbot technology for nearly two years and as such, has spent little time thinking about their name, brand, or overall look and feel. They want a designer to help them ideate a name that matches their brand values and mission, and then develop a comprehensive brand identity that will draw in users from day 1. They want their brand identity to be approachable, modern, and to showcase the sophistication of their chatbot technology.

 

Deliverables

clients asks and constraints

 

  • Company name
  • Logo 
  • Company tagline 
  • Typography (No more than 2 fonts) 
  • Color palette (No more than 4 main colors) 
  • Icons to be used on their website and in the app, specifically related to the different languages they’ll be offering at launch: French, German, Spanish, and Chinese 
  • Set of textures for use on their website and mobile app (2)
  • Name for the company’s actual chatbot
  • They would like the name of the company to not include the words chat, bot, text, or message.
  • They would like their logo to steer clear of using any sort of chat bubble imagery since they feel that is used by too many other chatbot companies
  • They want to use as much color as possible in their branding, to get away from the idea of chatbots as cold and emotionless

Market and Consumer Research

The Industry

Chat bot usage is on the rise. The increase in chat bot technology has superseded the growth of apps. According to a study by Business Insider, over a 3 month period in 2017, usage of app grew 100% but

chat bot usage grew 170%.  

Users are becoming more and more comfortable with using technology in this way. The omnichannel availability of chatbots is of great appeal to users. There has been a decline in the apps market since 2017. The general quantity of different messengers users is up to 4.1 billion people. (Chatbots)

As per a recent survey, more than 25% of interactions with tech will be conversation based. (Acquire)

With the growing popularity of technology and devices like Siri, Watson, Bixby Alexa and Google Assistant now are a great time to utilize chat technology to help people learn.

Language Learning Trends

Many of the language learning companies brand their apps as fun learning environments. The imagery includes a text bubble or robots like icons and illustrations. Some of the commonalities in language learning companies are app-based, they utilize visual learning techniques and employ gamification. These are good qualities of a language learning platform. Culver wants to take it a step further by creating an omnichannel availability to learning a language. They want the user to be able to chat with a “teacher” like a digital classroom available anywhere.

We want the chatbot to feel like an assistant helping the user to learn the language, culture, and colloquialisms of the chosen country. Culver is about binding learning, culture and language together for our users.

Gamification in Learning Apps

Gamification improves the engagement level. It presents an approachable and engaging environment for the learner. This can make potential users less likely to be intimidated by the idea of learning a new language or skill. 

Adaptability

We all learn in own way and pace so adaptability is key in educational technology. Language learning products need to adapt to the progress of each individual learner, from reinforcing weak points to accelerating topics that are known already or mastered quickly. (edtech)

Mobile Learning

Mobile learning has been a great opportunity for people across the globe. Leveraging the advances in technology and the ubiquitousness of mobile phones, the learning industry will benefit greatly from the variety of options and opportunities in the future. 

competitive analysis

DuoLingo

  1. Strengths: Popularity among language learners and had been in the market since 2011, free and easy to use, 23 languages
  2. Weaknesses: May come across as if it’s for children or educators visual styling and brnad voice
  3. Visual Design: Bright colors, playful owl mascot, and icon

Rosetta Stone

  1. Strengths: Longevity, positive customer ratings, 24 languages, TruAccent technology for improving annunciation
  2. Weaknesses: Paid service only, not omnichannel only available thru the app
  3. Visual Design: Warm and bright with a modern design that’s on trend with soft organics graphics and  bold color choices

Memrise

  1. Strengths: Learn on the go with the app, 
  2. Weaknesses: App only availability, classroom setup, per recorded learning, not as scalable as chatbot and Ai technology
  3. Visual Design: Visually fresh and fun, organic, approachable, community-based brand voice

The Users Story & Personas

MOTTO:

“To Travel is to Live” – Hans Christian Andersen

The Traveler - Sasha

MOTTO:

Life is a journey, not a destination.

The budding Interpreter - Gary

Age: 26

Sex: Female

Relationship status: Single

Goals: To travel the world and experience cultures, food and languages for as many countries as possible. 

Mentality: Sasha wants to be perceived as open minded and well traveled.

Pain points: Sasha has traveled many places where the language was unknown to her and struggles to communicate with locals. Finding a guide or interpreter is not always an option. She is on the go even when at home and would like something mobile to help her learn more languages naturally. 

Values: Learning about others cultures with immersive experiences.

Age: 30

Sex: Male

Relationship status: Married

Goals: Gary wants to be able to interpret and advocate for immigrants. His career involves community advocacy and he wants to extend his capabilities.

Mentality: He really wants to help people like him and his immigrant family. He saw his parents struggle with coming to a new country and want to help others doing the same. 

Pain points: Gary is not sure how to go about learning languages in a short period of time. He is quite busy with his community work and is due to start travelling. He wants to have some conversational chinese before he leaves in a few months.

Values: Advocating for all immigrants. Improving bilingual abilities to help more people and improve career prospects

Logo design and branding

the goal

To create a company name and logo that is reflective of multicultural elements, inclusivity, community and bringing us together under a commonality like a language and the pursuit of betterment. Places and events like the Olympics and the cities that have hosted them across the world.

STYLE GUIDE

Design decisions

The company name is

Culver

Culver is a combination of the words conversation, vernacular and culture. The name reflects the mission of combining culture and language in the universal format of technology.

Vernacular means the language or dialect spoken by the ordinary people in a particular country or region. Cultura means culture in Spanish.

The tagline is reflective of the mission also.

Exploring the world through language. Blending culture and conversation.

 

Primary Logo vertical

horizontal variation

color palette

The client would like bright colorS to reflect diversity and personality. So I chose a range of bright primary colors and their shades for secondary colors.

L

 

Hex: #38b0b5

L

 

Hex: #392a83

L

 

Hex: #ff4c9b

L

 

Hex: #398dd7

L

 

Hex: #ff8d08

L

 

Main Text Black CMYK: 66, 59, 58, 41

Hex: #474747

L

 

Secondary GreyCMYK: 26, 19, 14, 0

Hex: #bcc0c9

L

 

Background and Accents GreyCMYK: 9, 6, 4, 0

Hex: #e4e6ea

typography

We use Museo Sans Rounded for a modern but light-hearted feel.

H1

Heading Font: RUBIK BOLD

Font point size: 30

Text appearance: All caps

In use:

 

Body

Paragraph font: Lato Regular
Point size: 18

In use:

Niche market influencer deployment business-to-business crowdsource release. Entrepreneur android direct mailing user experience market. Low hanging fruit disruptive responsive web design non-disclosure agreement. Pitch ecosystem innovator client A/B testing early adopters gamification iPhone hypotheses termsheet. Strategy traction low hanging fruit seed money success influencer prototype. Success crowdsource strategy rockstar bandwidth venture bootstrapping. Android agile development bandwidth social media infrastructure. Alpha focus creative backing graphical user interface supply chain. Direct mailing deployment disruptive founders social media infographic user experience low hanging fruit incubator strategy. IPhone direct mailing advisor vesting period accelerator marketing paradigm shift monetization virality pitch.

Ready to Chat?

Get in Touch

Pin It on Pinterest