WIREWAX is the multi-award-winning technology powering the world’s interactive video. We’re driven by the fundamental belief that video should be as connected and accessible as the rest of the information on the internet. The technology has quickly evolved over our 10 years in the industry where we have been able to empower our creative users to be able to build these experiences for themselves. Collaborating closely with the Co-founders, the in-house creative team developed a new strategic and visual solution. Our insight was driven by the exceptional creative possibilities brought about by the WIREWAX tool — working to weaponize our user's creativity and to evolve their storytelling abilities to be able to offer their viewers a lean-in experience and explore new ways of using video.
The challenge was for us to develop a disruptive and distinctive identity that stood out from the crowd but reflected the rapidly evolving landscape of video. This was visualized through the accent color, Kobi pink that brought a powerful focus and unique spirit. This is offset with a dark grey and stark white that adds a premium feel, while the use of a new hero font, Poppins in a variety of weights throughout creates a confident and bold typographic language.
A kinetic logotype and new set of animation principles brought life to the brand and reflected our user's different uses of the tool. The off-center use of video and imagery juxtaposed against more traditional technological and creative content establishes WIREWAX not just part of the video landscape but as the next step in its evolution.