Glance
Brand Playbook / Digital Brand System
A Playbook for Consistent Brand Expression.
While working in-house at Glance (InMobi), I led the team developing a brand playbook to bring greater clarity, consistency and structure to the brand. The work brought identity, visual logic and expansion rules into one system designed to remain recognisable across product and platform touchpoints.
Overview
A digital brand playbook built to make the identity clearer, more ownable and easier to scale.
A digital brand playbook built to make the identity clearer, more ownable and easier to scale.
A digital brand playbook built to make the identity clearer, more ownable and easier to scale.
Industry - Digital Product / Consumer Tech
Industry - Digital Product / Consumer Tech
Role - Brand Design, Visual Systems and Playbook Development
Role - Brand Design, Visual Systems and Playbook Development
Scope - Brand Playbook, Identity Logic, Brand Architecture, Visual Components and Product-facing Expression
Scope - Brand Playbook, Identity Logic, Brand Architecture, Visual Components and Product-facing Expression
Context - In-house at Glance (InMobi)
Context - In-house at Glance (InMobi)
Contribution - Led the team developing Glance’s brand playbook and its application across product-facing digital touchpoints
Contribution - Led the team developing Glance’s brand playbook and its application across product-facing digital touchpoints
Timeline - 2023
Timeline - 2023
The Mark
A Wordmark with More Character
A Wordmark with More Character
A Wordmark with More Character
A sharper identity starts with a sharper mark.
A sharper identity starts with a sharper mark.
A sharper identity starts with a sharper mark.
The work begins with the logo itself. The wordmark was built to feel more distinctive without becoming complicated. Its construction balances precision with personality, using a cleaner geometric base and a more expressive terminal in the “g” to give the identity something recognisable and ownable. That move gives the brand more presence while keeping it system-friendly.
The work begins with the logo itself. The wordmark was built to feel more distinctive without becoming complicated. Its construction balances precision with personality, using a cleaner geometric base and a more expressive terminal in the “g” to give the identity something recognisable and ownable. That move gives the brand more presence while keeping it system-friendly.
The work begins with the logo itself. The wordmark was built to feel more distinctive without becoming complicated. Its construction balances precision with personality, using a cleaner geometric base and a more expressive terminal in the “g” to give the identity something recognisable and ownable. That move gives the brand more presence while keeping it system-friendly.
How the System Expands
Foundations
Foundations
Foundations
The first layer of the system focuses on the basics that make the identity usable in real life. Clear space, minimum size and primary colour logic give the mark consistency and help it stay crisp across environments.
The first layer of the system focuses on the basics that make the identity usable in real life. Clear space, minimum size and primary colour logic give the mark consistency and help it stay crisp across environments.
The first layer of the system focuses on the basics that make the identity usable in real life. Clear space, minimum size and primary colour logic give the mark consistency and help it stay crisp across environments.
Brand Architecture
The playbook extends the identity into a larger family structure. Sub-brands are organised so Glance stays primary while each extension keeps its own context. This gives the wider ecosystem room to grow without losing hierarchy or recognition.
The playbook extends the identity into a larger family structure. Sub-brands are organised so Glance stays primary while each extension keeps its own context. This gives the wider ecosystem room to grow without losing hierarchy or recognition.
The playbook extends the identity into a larger family structure. Sub-brands are organised so Glance stays primary while each extension keeps its own context. This gives the wider ecosystem room to grow without losing hierarchy or recognition.
Where It Lives
In Product
In Product
In Product
The identity becomes more convincing when it enters product space. Applying the system to mobile-facing environments helps prove that the brand is not only coherent on paper, but also usable where people actually encounter it.
The identity becomes more convincing when it enters product space. Applying the system to mobile-facing environments helps prove that the brand is not only coherent on paper, but also usable where people actually encounter it.
The identity becomes more convincing when it enters product space. Applying the system to mobile-facing environments helps prove that the brand is not only coherent on paper, but also usable where people actually encounter it.
Platform Expression
The playbook also carries into platform-facing details like app icons. These smaller touchpoints matter because they are often the most repeated and visible brand moments. Getting them right gives the system a stronger sense of finish.
The playbook also carries into platform-facing details like app icons. These smaller touchpoints matter because they are often the most repeated and visible brand moments. Getting them right gives the system a stronger sense of finish.
The playbook also carries into platform-facing details like app icons. These smaller touchpoints matter because they are often the most repeated and visible brand moments. Getting them right gives the system a stronger sense of finish.
Selected Frames
Supporting pages from the playbook across logo behaviour, system rules and digital expression.
Supporting pages from the playbook across logo behaviour, system rules and digital expression.
Supporting pages from the playbook across logo behaviour, system rules and digital expression.
Adoption
A System Used Across Glance
A System Used Across Glance
The revised wordmark and playbook were adopted across Glance’s product surfaces, app icons, sub-brand architecture and marketing communications. The system became the shared framework for how the brand and its extensions appeared across digital touchpoints.
The revised wordmark and playbook were adopted across Glance’s product surfaces, app icons, sub-brand architecture and marketing communications. The system became the shared framework for how the brand and its extensions appeared across digital touchpoints.
The revised wordmark and playbook were adopted across Glance’s product surfaces, app icons, sub-brand architecture and marketing communications. The system became the shared framework for how the brand and its extensions appeared across digital touchpoints.