New brand name, strategy and identity for digital timeline tool.
Introducing our brand work for Momatu, a free digital timeline tool that helps people easily capture, organise and enjoy their precious memories, again and again.
Originally Shoebox Timeline, Truly Deeply’s audience research unlocked new insight and drivers that led to the refinement of the target audiences, a new strategic proposition, name and identity. The brand is now focused on inspiring people to create history and celebrate their life story.
The new name, Momatu, was invented from the idea of ‘moments that matter to you’. It helps tell the brand story while aligning to the brand proposition and naming criteria of being short, distinctive, memorable and ownable.
The identity was inspired by a roll of film, which has a sequence of moments captured in time. This idea was adapted to create a monogram of the letter ‘M’ to represent the brand in a vibrant and succinct way.
The contemporary and diverse colour palette, combined with a friendly sans-serif font makes the new Momatu identity playful, personable and engaging. The monogram has the ability to come to life in larger applications, with the ‘M’ ribbon extending off the page to create a dynamic animated graphic device.
Momatu brings together the best of social media, timeline creators, photo books and image storing platforms, with new smarts that enable everyone to organise and celebrate their life story in a visually vibrant and dynamic way. You can find out more or try Momatu yourself here.
To find out more about the project, see the full Momato case study.