Blaze Social Media
Blazing New Trails in Social Media: Connecting Adults, One Relationship at a Time ​​
Tools: Illustrator | InDesign
Industry: Technology & Digital Marketing
Logo | Brand Style Guide
October 31, 2024 - December 16, 2024
In a digital age where fleeting interactions dominate social media, Blaze set out to redefine the space by fostering deep, meaningful relationships. This case study explores how Blaze, with its adult-only platform, has become one of the largest social networks in the U.S., engaging nearly half a billion users daily.
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The challenge
Blaze faced a saturated market of social media platforms primarily focused on younger audiences and superficial engagement. Founder Hamid Munteneau identified a gap: adults seeking a trusted, inclusive platform to connect with peers from diverse backgrounds. The challenge was to create an ecosystem that resonated with Generation X while standing out in a competitive landscape.
​The outcome​
From crafting a bold logo and a quirky tone of voice to building a visual style that perfectly matched Blaze’s personality, the brand came to life with simplicity, scalability, and readability at its core. Along the way, the project underscored the value of truly understanding your audience—demographics, behaviors, and all—to craft marketing and features that resonate deeply. This project ignited skills in branding, storytelling, and design strategy that are ready to fuel future endeavors.
Process work
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Designing Blaze’s visual identity was a delightful and creative journey that perfectly reflects the brand’s warm, community-focused personality.
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Color palette
Choosing the color palette was all about channeling Blaze’s approachable vibe. Earthy autumn tones like Cornell Red and Spanish Orange evoke feelings of warmth and connection, while classic black adds a touch of sophistication. This harmonious blend ensures every design feels inviting and unmistakably Blaze.
Typography
For typography, I opted for clean, modern typefaces like Eurostile and Oswald. These fonts maintain clarity and readability while capturing the brand’s approachable, vibrant personality. The typographic hierarchy was carefully structured to guide the viewer’s eye, from bold headlines to easy-to-read body text.
​Primary logo:
Designing the primary logo for Blaze was all about capturing the essence of connection and warmth in a single, impactful mark. I combined a sleek, modern wordmark with a brandmark inspired by a flame, symbolizing the spark of meaningful relationships and the energy of vibrant communities. The clean lines and warm tones reflect Blaze’s approachable and inclusive personality while ensuring the logo is bold, legible, and versatile. Whether displayed on a website, social media, or printed materials, the primary logo consistently communicates the brand’s core values and stands as a beacon of authenticity and trust.
Secondary logo:
The secondary logo was crafted with flexibility and adaptability in mind, ensuring Blaze’s identity shines in every context. This version simplifies the design into a streamlined brandmark, perfect for small spaces or minimalistic layouts, like app icons or embossed print materials. By maintaining the integrity of the primary logo’s style, the secondary logo offers versatility without losing its connection to the brand’s visual identity. Its ability to adapt seamlessly across various mediums ensures Blaze remains recognizable and impactful, no matter where it’s displayed.
Brand style guide:
Finally, the brand style guide ties it all together, serving as a creative compass for maintaining consistency across all designs. From logo usage rules to layout systems, it ensures every piece of collateral—from social media posts to brochures—reflects Blaze’s fun, quirky, and inclusive spirit. Together, these elements bring the brand’s personality to life, making every interaction with Blaze feel like a warm conversation with an old friend.
Social media template:
Creating the social media template was like designing the ultimate digital party invitation—it had to be vibrant, engaging, and totally on-brand. I focused on a clean, flexible layout that keeps the spotlight on content while seamlessly incorporating Blaze’s signature colors and playful personality. The design features plenty of room for bold headlines, eye-catching visuals, and fun, quirky captions that feel like they’re straight from a friend. Whether it’s announcing a new feature or sparking conversations, this template is all about keeping their community connected and inspired, one scroll at a time.
Key Takeaways
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Know your audience: Blaze’s success stems from its deep understanding of Generation X’s values and preferences, tailoring its platform to meet their unique needs for authentic, meaningful interactions.
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Focus on community: By prioritizing community-building features and fostering real connections, Blaze differentiated itself in a saturated social media market and built a loyal user base.
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Blend tradition with innovation: Leveraging both traditional and digital marketing channels allowed Blaze to reach its audience effectively, balancing modern technology with familiar, trusted communication methods.
Disclaimer
​​Blaze is a fictional social media company, imagined by the creative minds at Southern New Hampshire University (SNHU) as part of the GRA-360 Designing a Brand Identity course. Created solely for educational purposes, any resemblance to real businesses is purely coincidental. Blaze’s features, mission, and story are entirely hypothetical—a spark of creativity brought to life!