Project:
tonally
iMessage Extension Build
Client:
Verizon
Overview:
Some people struggle picking up on tone, especially folks in the neurodivergent community. And in a world where communication increasingly happens over text, discerning tone can sometimes seem impossible.
Tone tags were created as a tool to indicate tone in your texts. But with over 40 tone tags (and growing), it’s difficult to know them all off the top of your head.
Tonally, an iMessage extension, lets you easily attach tone tags to your texts avoiding misinterpretation and miscommunication.
Credits:
Creative Director & Developer: Donna Dimayuga
Creative Director, Art: Ashley Herrin
Producer: Caroline Folkides
Production: Thinking Box
Logo Design:
Approach:
The logo design for tonally was simple and straight-forward. Mirroring the treatment of actual tone tags in the wild (/lh = lighthearted, /rt = rhetorical question), the logotype followed the forward-slash symbol and was set in Verizon’s own brand font, Verizon Neue Haas Grotesk. Clean, modern, sleek and minimalist — the logomark further reinforced the product purpose of clear communication through its clean and straight-forward design.
We applied the use of gradients, primarily reserved for ‘ally’ to reinforce Verizon’s brand role; ‘your ally in finding the right tone tag’.’
Cooler colors were selected overall for their role as calming and soothing visual indicators — a consideration of importance given the primary audience of neurodivergent individuals.
