Hangtight is an AI-powered social planning app with the mission of connecting residents on and off campus to keep students connected, active, and retained. I joined the startup as the app’s launch was fast approaching and a visual identity had yet to be identified. I was tasked with developing a comprehensive brand strategy and crafting a brand spanking new visual identity that aligned with our brand positioning. As collaborations with the Head of Product & Design, and the product design team were taking place to ensure a cohesive and compelling user experience on the app, the economical ramifications from the pandemic had made it challenging for the founders to secure needed moola, which in turn led to the brand work to be tabled until further investor interest. But hey, that’s showbiz, baby.

ART DIRECTION
Clean, friendly, fresh, and dynamic— which is generally how I like my hangouts with friends.

The aesthetic is crafted to resonate with an audience of young professionals, students, and families who struggle to find time for social connections. The color pallet embodies a sense of calm and clarity, for a refreshing user interaction, while the pop of orange adds energy and intentionality.