According to the Dunbar Number theory, the tightest circle has just five people – loved ones. But now, with social media, we're busy putting in the effort to "like" and comment and interact with hundreds of "friends". The amount of social capital you have is fixed. It involves time investment. If you garner connections with more people, you end up distributing your fixed amount of social capital more thinly so the average capital per person is lower. Therefore, we should devote our limited time and efforts to maintaining the relationships that matter most to us.
Based on this idea, Seven was born, a social app designed to maintain the closest relationships with our loved ones. The maximum number of people in each group is set to 7, which restricts user behavior but allows them to focus on the relationships that are most important to them. The main objective of designing the identity and the user experience was to reflect the origin of its name and transmit the philosophy of the brand – love, minimalist lifestyle, and spending time on things that matter. Thus, we created an identity highlighting the brand name, and combining geometric shapes with various vibrant colors and gradients to convey a minimal, clean and joyful feel.
Client: Seven
Location: US
Year: 2021
Project: Strategy, Brand Identity, Art Direction, Product Design
Agency: Marcato Studio
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