We used Octa neue for its extensive typeface and geometric letters which are easy on eyes and legible in various sizes, this was the single typeface used across all the brand touch points to enhance brand recall and maintain connectivity. The language developed for the illustrations had to depict the friendliness of the community for which we used hand-drawn, rough, and all-humans with cloud-like heads illustrations. The idea behind introducing these illustrations for the brand was to make it more approachable and fun. The diverse colour palette represents the way it embraces many, to become one while the primary colours (white and black) represent the unity and inclusivity of the community. For the brand to reach out as stronger and promising as well as friendly and approachable at the same time we upgraded the older circular shaped logo to a rounded rectangular shaped one. Extending the brand identity to all the verticals, we designed a system that is infused with colours, illustrations, and elements in an attempt to bring new energy and positivity to the brand.