Swarm by Foursquare

January - March 2014

DeTails

Swarm is the fastest and easiest way to keep up and meet up with friends. As an evolution of the original Foursquare check-in experience, Swarm provides an at-a-glance view of all your friends and what they’re up to, making it easier to keep up online and meet up in real life.

SKILLS

Branding
Visual Design

TEAM

Mike McVicar, Designer, Red Antler
Simon Endres, Art Direction, Red Antler
 

A talk on the Swarm brand design process and Foursquare's collaboration with Red Antler.

 

The Branding Process

We worked closely with our friends at Red Antler throughout the branding process for both Swarm and Foursquare and I was happy to call their headquarters home for a little over a month while working together. During the process I had the unique opportunity to work closely with the Swarm team on visual design within the app while simultaneously working with Red Antler on the app's branding. The project was an amazing learning experience. Not only did I witness the incredible amount of work it takes to make an app from scratch, I also got up close and personal with Red Antler's branding process. 

Left to Right: Zack Davenport, David Ricard, Mike McVicar

Left to Right: Zack Davenport, David Ricard, Mike McVicar

Left: Early name ideas for the app, Right: My check list at the beginning of the branding process  

Left: Early name ideas for the app, Right: My check list at the beginning of the branding process

 

PART I: DRAWING INSPIRATION

We wanted Swarm to feel energetic, playful, and evoke serendipity so we needed an identity that matched this personality. We began the process by digitally collecting references and imagery using Pinterest then physically printing, cutting, and arranging the images into a mood board. 

Visual inspiration collected on a private Pinterest board

Visual inspiration collected on a private Pinterest board

swarm_process_3.jpg
Left to Right: Zack Davenport, John Steinbeck, Sam Brown, Courtney Christopher, Sean Salmon

Left to Right: Zack Davenport, John Steinbeck, Sam Brown, Courtney Christopher, Sean Salmon

Left to Right: Zack Davenport, David Ricart, Mike McVicar

Left to Right: Zack Davenport, David Ricart, Mike McVicar

Final moodboard for Swarm

Final moodboard for Swarm

 

PART II: IDEATING AND ITERATING

Once we settled on a mood board that visually represented the personality we wanted to embody, we began to sketch out a whole lot of bees. Over 160 bees.




BEE MARK DIRECTIONS

 
 
A selection of bees designed by Mike McVicar and Zack Davenport

A selection of bees designed by Mike McVicar and Zack Davenport


WORDMARK DIRECTIONS

  A selection of wordmarks by Mike McVicar, David Ricard, and Zack Davenport

 

A selection of wordmarks by Mike McVicar, David Ricard, and Zack Davenport

branding system DIRECTIONS

swarm_process_15.png

GETTING FEEDBACK

Presenting to Foursquare CEO Dennis Crowley and team at Foursquare

Presenting to Foursquare CEO Dennis Crowley and team at Foursquare

 

PART III: FINALIZING THE SYSTEM

Logo lockup with the all new Foursquare logo

Logo lockup with the all new Foursquare logo