Clime is an all-in-one weather assistant app with a global user base and a significant placement on the severe-weather market landscape. The project was a rebrand that involved a product expansion, visual overhaul, and evolution in market positioning. Our objective was to turn Clime into a crowdsourced weather app with real-time data, community engagement, and a rich database that helps users during extreme weather events occurring across the globe.
In order to carve out a niche in a busy product category (weather) my brand team executed critical competitor analysis as well as surveyed key stakeholders to better understand the market fit we were aiming for in the future state.
Considering the product’s scale and team size, we employed a brand archetype strategy to improve process transparency, create clearer objectives and deliverables, and align on product positioning team-wide.
Considering the product’s scale and team size, we employed a brand archetype strategy to improve process transparency, create clearer objectives and deliverables, and align on product positioning team-wide.
With a clearly defined scope and product outline, the brand team was able to dive deep into extensive ideation, color exploration and visual systems. Taking into account the serious nature of severe weather and considering the placement of social features inside the app, we narrowed down and polished 3 final proposals for brand direction.
