STUDENT BRIEF: Create an identity and develop the tone of voice for a launderette chain based in East London
RESULTS: Aimed at giving back to the community the name Second Spin was chosen and a cheeky tone of voice followed. Using inspiration from laundry symbols, simple geometric shapes were used to create the company's identity and graphic assets. We wanted to play on the fact that launderettes are on the decline, they're mainly used in emergencies or for those coming back from holiday. We created an emergency vending machine skin and UX design, allowing for a simple user journey and an enjoyable result when those emergency clothes come out.
EXPLORING THE LETTER ‘S’
After going through a series of washing related puns the name SECOND SPIN stuck. So here began the process of exploring the letter S, linking the movement and momentum of washing and making progress through lines and abstract shapes.
The universally known washing icon was tampered with to try and create a dynamic S shape. Eventually a combination of the washing icons along with geometric shapes fused together to create a logo that was versatile, playful and inviting.
IDENTIFYING THE RIGHT TONE OF VOICE
SECOND SPIN is a community run and a community driven enterprise. The tone had to ring true to the users of the service and also entice new users to come in. With the laundrette industry feeling the squeeze (for many years) we wanted to bring some fun back into it and change the perception that launderettes were dark, dingy mouldy place.