We are
Team cohesion, in your company's colours.
We Are is a team cohesion app. A company opens a space, its teams join by QR code, and everything that usually dies in an email thread lives there instead: announcements, polls, new joiners, the everyday content that makes a company feel like one.
Brand Appart designed the brand and the product, built so that every client company can make the app look like its own.
The challenge
One app, every company's brand
The same product ships to a retail chain, an industrial group and a twelve-person startup. It had to carry each one's colours without a designer touching a single screen.
Nobody identifies with a stock photo
Show a warehouse and the office staff tune out. Show an office and the field teams do. Photography splits the very audience the product exists to bring together.
Professional, but not another intranet
Internal tools get opened once. The app had to feel closer to a social feed than to an HR portal, without tipping into something nobody would open at work.
Brand Strategy
Warm enough to open. Professional enough to be allowed.
Three directions were presented: one balancing the professional and the personal, one playful and pop built around hands as its key symbol, one centred on creative diversity.
The client went with the playful route, tempered by about a third of the first. The reasoning was reach: an identity striking enough to be adopted across a wide range of companies, without losing the register that lets it be deployed at work.
Brand Identity
Illustration, because photography excludes.
The system runs on illustration rather than photography, and that was a strategic call before an aesthetic one. A photograph always shows a specific person in a specific job, and everyone who does not see themselves in it quietly disengages. Stylised illustration keeps the door open to every workforce.
Colour is where the system does its real work. An administrator enters one brand colour and every shade in the interface updates from it, down to the onboarding gradient blending the We Are blue with the client's own. No palette to configure, no designer required.
Deliverable
A brand, an app, and a space to run it.
We built the identity, mapped the product and designed it end to end: logo and typographic system, illustration library, a colour architecture made for white-labelling, and the mobile app itself, from branded onboarding through the feed, content creation, polls, notifications and new joiner posts, with access by QR code or manual code.
Space administration lives on a separate web platform, so the mobile app stays somewhere to read and post rather than somewhere to manage.
Result
Every company's app, not ours.
A company sets one colour and the entire interface follows. The brand stays recognisable underneath while the client's identity sits on top, which is what makes the same product sellable to a retail chain and to a twelve-person startup on the same day.
And because the visual system is drawn rather than photographed, nobody is left out of the picture.
