Roposo
Digital Brand System / Guidelines
Bold, Unified, Built to Scale.
While working in-house at InMobi, I led the team developing Roposo’s digital-first brand system across content, motion and digital touchpoints. The work created a recognisable visual language for how the brand should look, move and scale.
Roposo TVC
Showing the identity system applied in broadcast advertising.
Showing the identity system applied in broadcast advertising.
Showing the identity system applied in broadcast advertising.
Overview
A system designed to make the brand feel louder, clearer and more recognisable across fast-moving digital culture.
A system designed to make the brand feel louder, clearer and more recognisable across fast-moving digital culture.
A system designed to make the brand feel louder, clearer and more recognisable across fast-moving digital culture.
Industry - Digital Entertainment / Social Platform
Industry - Digital Entertainment / Social Platform
Role - Brand Design, Design Systems and Art Direction
Role - Brand Design, Design Systems and Art Direction
Scope - Brand Guidelines, Typography, Colour System, Motion, Social Templates and Iconography
Scope - Brand Guidelines, Typography, Colour System, Motion, Social Templates and Iconography
Context - In-house at Roposo (InMobi)
Context - In-house at Roposo (InMobi)
Contribution - Led the team developing Roposo’s brand system and its application across digital touchpoints
Contribution - Led the team developing Roposo’s brand system and its application across digital touchpoints
Timeline - 2021
Timeline - 2021
The Pulse
Giving the Brand a Stronger Centre
Giving the Brand a Stronger Centre
Giving the Brand a Stronger Centre
Roposo needed a system that could hold together multiple modes of expression without losing momentum. The goal was to create a stronger visual centre so the brand could move across campaigns, everyday content and interface-facing assets while still feeling unmistakably like itself.
Roposo needed a system that could hold together multiple modes of expression without losing momentum. The goal was to create a stronger visual centre so the brand could move across campaigns, everyday content and interface-facing assets while still feeling unmistakably like itself.
Roposo needed a system that could hold together multiple modes of expression without losing momentum. The goal was to create a stronger visual centre so the brand could move across campaigns, everyday content and interface-facing assets while still feeling unmistakably like itself.
Consistency without flattening expression
Consistency without flattening expression
Structure without losing energy
Structure without losing energy
A clearer brand pulse across digital touchpoints
A clearer brand pulse across digital touchpoints
The Look
A Brighter, Bolder Visual Language
A Brighter, Bolder Visual Language
The identity works through contrast. Dark foundations, vivid accents and bold hierarchy create a look that feels immediate and recognisable. Instead of over-designing every moment, the system defines how colour, scale and composition should work together so the brand stays expressive without becoming chaotic.
The identity works through contrast. Dark foundations, vivid accents and bold hierarchy create a look that feels immediate and recognisable. Instead of over-designing every moment, the system defines how colour, scale and composition should work together so the brand stays expressive without becoming chaotic.
The identity works through contrast. Dark foundations, vivid accents and bold hierarchy create a look that feels immediate and recognisable. Instead of over-designing every moment, the system defines how colour, scale and composition should work together so the brand stays expressive without becoming chaotic.
System Logic
A Logic Behind the Expression
A Logic Behind the Expression
The guidelines organise typography, colour, composition, iconography and motion into a repeatable framework. Clear rules for hierarchy, contrast and scale allow different formats to retain the same visual character while adapting to campaigns, social content and digital surfaces.
The guidelines organise typography, colour, composition, iconography and motion into a repeatable framework. Clear rules for hierarchy, contrast and scale allow different formats to retain the same visual character while adapting to campaigns, social content and digital surfaces.
The guidelines organise typography, colour, composition, iconography and motion into a repeatable framework. Clear rules for hierarchy, contrast and scale allow different formats to retain the same visual character while adapting to campaigns, social content and digital surfaces.
Motion Language
Built to Move Like a Digital Brand
Built to Move Like a Digital Brand
Motion was treated as part of the identity itself. Intro and outro sequences, logo behaviour and loading moments gave the brand continuity across moving surfaces, helping it feel more complete in a digital environment.
Motion was treated as part of the identity itself. Intro and outro sequences, logo behaviour and loading moments gave the brand continuity across moving surfaces, helping it feel more complete in a digital environment.
Motion was treated as part of the identity itself. Intro and outro sequences, logo behaviour and loading moments gave the brand continuity across moving surfaces, helping it feel more complete in a digital environment.
In Feed
Designed for the Scroll
Designed for the Scroll
The system extends into campaign posts, day-to-day content and recurring communication formats without losing recognisability. This is where the identity proves itself, not in isolated brand boards, but in repeatable social expression built for speed and scale.
The system extends into campaign posts, day-to-day content and recurring communication formats without losing recognisability. This is where the identity proves itself, not in isolated brand boards, but in repeatable social expression built for speed and scale.
The system extends into campaign posts, day-to-day content and recurring communication formats without losing recognisability. This is where the identity proves itself, not in isolated brand boards, but in repeatable social expression built for speed and scale.
Selected Frames
Additional fragments from the system across typography and iconography.
Additional fragments from the system across typography and iconography.
Additional fragments from the system across typography and iconography.
Adoption
A System Used Across the Brand
A System Used Across the Brand
The system was adopted across Roposo’s mobile app, social media, YouTube channel, television advertising and wider brand communications. It became the shared visual and motion framework for the brand’s product, content and campaign output.
The system was adopted across Roposo’s mobile app, social media, YouTube channel, television advertising and wider brand communications. It became the shared visual and motion framework for the brand’s product, content and campaign output.
The system was adopted across Roposo’s mobile app, social media, YouTube channel, television advertising and wider brand communications. It became the shared visual and motion framework for the brand’s product, content and campaign output.