Creating movement through an app to inspire German youth to become everyday heroes
The challenge
A collaboration with Go Movement to champion Alltagshelden (“everyday heroes”) through product design and brand strategy, activating a movement amongst youth to live with purpose and hope through authentic connection.
The partnership
øculto was responsible for designing the strategy, brand, motion design, and product design, being tailor designed for the German market.
overview
An everyday hero is not someone who does something extraordinary. It is someone who shows up again tomorrow.
Approach
The name already carried the thesis. Alltagshelden means everyday heroes, and a movement with that name could not be designed as a grand-gesture campaign. The strategy started from the opposite end: what sustains a young person living with purpose is not intensity but constancy, and constancy is only built with other people nearby.
So the product was organized around commitment rather than content. The first screen does not hand over a catalog to consume, it hands over a commitment to make, and the suggestions are the size of a real life: reach five people, once a month, for one month. Progress can be read by week, by month or by year, because constancy only shows up at the scale it happens on.
Brand
The brand was tailor designed for the German market, and that changed the tone before it changed the form. The system had to hold from the animated icon all the way up to the street poster, without losing the same direct clarity at either scale.
result
4
disciplines under one system: strategy, brand, motion and product
1
movement, tailor designed for the German market
What you see is the expression of a solution formed by hidden processes.
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