Link to app mockup:

https://xd.adobe.com/view/6ab4b9a8-3b59-47ba-5620-7de2e52482d3-1c85/

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For this project, I chose to combine two ideas in order to make a brand out of it. I combined “magic” and “technology” into one product, an app for demonic arts. For this app, I created a whole identity in order to market the product and make it appealing to a mainstream audience despite the taboo content. 

 

As my marketing strategy, I wanted to create a character to be the face of the brand, similar to how Hello Kitty is the face for Sanrio. For the demonic arts app, I created a demon girl to be the mascot. I wanted something that would attract people who liked cute things. Her appearance needed to be approachable but still have that slightly mischievous edge to it. She’s used in many of the ads to catch people’s eyes and on the merchandise for people who are primarily attracted to the brand for the character itself.

 

For the color scheme, I wanted it to be soft and cute so I mostly went with pastels. Despite it being an app for demonic arts, I wanted it to be approachable and non-threatening. The color scheme gives off more childish feelings rather than evil. The advertising is also straight forward, using more positive words when it comes to the community rather than trying to appeal to one’s “evilness” or “mischievousness”.