Assembly

We created a brand system that captured Assembly’s many moving parts. The end result was bold, moveable, and interactive. The flexibility and implicit motion in the new mark was complemented in the experience design and development via clever animation within a single vertical funnel. We elevated and exposed the large community of Assembly users on the website by adding a grid of user avatars. The resulting experience was one of simplicity, engagement, and clear pathfinding.

The brand strategy round set up a solid concepting round, where the design team honed in on “flags” as a solid direction. New nations rally behind their flag, the visual representation of their independence, a unifier of many, and the hard-fought result of revolution. The concept carries well for Assembly, a revolutionary platform that rejects the company and uplifts the creating power of individuals who come together. Exploring signal flags led us into the world of naval signals and into morse code. We fleshed out a look that combines code with banner-flags. The result was colorful, interesting, and highly unique. The new brand experience captured Assembly’s essence of people and idea sharing.

The Assembly team asked us to help them distill their messaging and simplify the information on their landing page. A complex platform with many points of information and interaction, their existing site lacked hierarchy and appropriate user funnels, and the content therein was jumbled, lacked cohesive storytelling and tended to repeat itself. We worked with them to streamline messaging and calls to action, create a path to content acquisition for primary users, and separate out the content relevant to secondary users.