Moj For Creators: Visual Identity
Aparajita Bhattacharya
Overview 🔎
Moj For Creators is Moj’s flagship creator initiative that builds a path for accelerated growth for Moj creators at different stages in their journey. Targeting creators from every region of India, the program is an ambitious step towards building a robust monetization model for creators and driving engaging content on the platform in the long term. This is one of the most comprehensive and long projects I've ever undertaken. Main Stakeholders/Leads: Aparajita Bhattacharya, Vaishali Jain, Payal Madke
Brief and Requirements✍️
There was already a similar program by the same name in place, but there was no traction or creator profiles registered with the program. It was decided that this program be made a high priority and design a new identity from scratch. We were required to:
- Create a main/hero identity for the program
- Create identities for sub-programs coming under it
- Design the website and in-app pages, maintain and add features/pages as needed
- Create social media posts and videos to promote the program
- Create event and print collaterals which came under the program
- Take full ownership of the program after 2 months of implementation and manage all aspects of it
Project Timeline: 10 months, April 2022 - January 2023
Process, Problems, and Solution 🛣
The process was quite cumbersome. Being Moj's flagship creator program, there was a lot of pressure to create a unique identity different from Moj's regular branding. The colour palette decided was yellow, black, and white. This ensured a simple identity while having maximum impact, along with a high recall value. The logo was created as an extension of the original Moj logo and the main colour was kept yellow.
With such a limited colour palette, it was a great challenge to create a fresh and sophisticated identity while keeping in mind the target audience which is Tier 2 and Tier 3 cities in India. The goal of this branding was to be simple and sophisticated yet still be able to appeal to the TA - another great challenge since they are used to over-the-top branding and loud identity. We did several experiments during this process to crack this issue and finally, we hit the nail on the head.
After 2 months of iterations and hard work, the initial logo and identity were set in stone. Along with that, the promo video was unveiled and the program was officially launched.
Moj, India's number one short video app, today announced its plans to facilitate creator earnings worth INR 3,500 crore (over USD 450M) through the ‘Moj For Creators’ program.
And we didn't expect such a huge response - not at this scale. Users and emerging creators immediately responded to the branding. With the release of the first MFC promo video, a massive amount of press coverage was seen as well as signups for the program.
The branding was thus further implemented and extended. Mia and Mast Moji became the main ambassadors of Moj For Creators. They are creator avatars themselves on the app and play an important role in connecting with the target audience.
Elements for the identity were carefully extracted from the main branding of Moj so that the association with the app would still be present.
Sub-Program Individual Logos and Identities
Several sub-programs and creator initiatives were launched soon under this program:
- Moj For Creators Academy
- Moj Studio
- Moj Day Out
- Moj Spotlight
A notable program here was Moj For Creators Academy.
This one-of-a-kind online training program has already received over 30,000 enrollments from aspiring creators across India. Budding content creators can access various genre-based courses in their preferred language. This will help them learn about the latest trends in content creation and build knowledge of different tools and skill sets that will enable them to launch a successful career as content creators.
It gained even more traction than the original program in the press and lead to a steep increase in creator signups - all organically. Source: https://sharechat.com/news/announcements/moj-officially-launches-moj-for-creators-academy
Another sub-program to note was Moj Day Out - an event for notable members of the Moj For Creators Program. This was an exclusive invite-only event for talented creators and influencers on the app. The logo was redesigned and several event and print collaterals were made.
Website/UI Design 💻
Carefully implemented wireframes and UI design keeping in mind the audience. And most important of all was to keep it interactive and responsive.
https://creators.mojapp.in/ - View the website here
The identity, logos, assets, event collaterals, and illustrations created as part of the program's identity still serve as the core identity for the Moj For Creators initiative today, making it a timeless brand identity.
