Kaltura BrandUp
Kaltura, a video tech company spanning various products, is a very colorful brand and throughout the years many attempts were made to use the colors and create a brand language. This created a mix of various languages that made up the brand. When I started as design lead my first order of business was to create a consolidated brand language, with clear rules on how colors and photography were used. I called this a Brandup© because i wasn't rebranding the company, I was simply taking its core elements and organizing them in a way that made sense, while leveling up the brand. This is an ongoing process that we are implementing across the board. Please visit the brandbook!
Here is a short video I created to present the Brandup©
Colors
I focused on 5 main colors (and from them I took hues for secondary colors). These colors work together, along with black and white. I also created a system- using all or most colors together or using colors alone with black and white.
All together
Monotone
Graphic elements
I then decided to develop a system of shapes based on the world of our product which focuses on video. These shapes are used in various ways- as patterns, as main elements, together, alone, and with photography.
Photographic language
Our photography uses "real" people, hands and objects. We incorporate the color systems mentioned above as well as the graphic elements.
