VIP Communications wanted to create an online hub that would serve as a launching pad, not only for their calling products, but also for products and services catering to the African diaspora in the US. The challenge was developing a look and feel in the branding that would be emotionally attractive to the diverse identities within the African diaspora and, as a result, secure a level of use that would make the project viable.
Studio Grafo helped VIP Communications set up and run focus groups in order to find out common elements of self-identification -usually codified in color, form, and tone- within the target audience. Based on that initial research, we went to the drawing board and came up with different name options, color combinations, and graphic treatments. Once a short list was decided upon, additional research was conducted, and after some final fine-tuning, Yorootz’s identity was born and warmly received.
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