Addie

addieapp.com

My Role:

Designer (Freelance)

The Output:

• Branding

• Digital design

• Character design

• Collateral

• Print design

The Brief:

To create a friendly brand and branded assets for Addie; an app that helps people with ADHD manage tasks, reduce overwhelm and get stuff done.

The Concept:

Addie uses the power of AI to aid and assist task management for those with ADHD. As humans, we are imperfect by design, everyone is different, but AI is built to be the perfect, a carbon copy each time, a string of 1s and 0s. This is where the concept lives, across both human and AI, both perfect and imperfect.

The visuals consist of a perfect shape, overlapped by an imperfect line, locked up with a word mark with a few imperfections of it’s own. This idea also flows into the ‘Addiemotion’ characters that form the expressions across the identity.

All of this comes together with a calming palette that uses subtle gradients and grain to add a little movement and character.