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05 MOOLA
I helped design a new version of an app for the University of Alberta Student's Union, aimed at encouraging students to participate in activities and earn points. Recognizing the potential to expand the app's reach beyond our campus, we created a brand extension and identity system. Additionally, we crafted a set of marketing materials to help the UASU in effectively promoting the product to their student communities.
Project: UI/UX Design, Branding, Visual Campaign
Team: Sneha Pooranalingam,
Michelle Wedel
I began my design process by sketching initial ideas on paper, and referencing the notes from the meeting with the student’s union representative.
We selected the concept of “Moola,” a play on words with the word “money.” Embracing a pixelated, nostalgic visual style, we tried to resonate with our target user group of university students. The coins integrated into the logo symbolize the rewards available to students through the app.
We introduced a friendly mascot to create engagement and brand recognition. Drawing inspiration from successful examples like Duolingo’s Duo, our mascot, named Penny the Cash Cow, is primarily used in promotional materials and occasionally within the app.
We also designed a visual identity guidelines booklet, which provides an in-depth exploration of the Moola brand, offering detailed insights into logo usage and applications.
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