Clarity, simplicity and functionality appeal to audiences that distrust marketing and pre-packaged solution sets. If we tell them we’re offering a tool, they will expect to be able to use it as it a tool – intuitively. They are more likely to appreciate the Liberty that shines a light for them, rather than taking them by the hand. Empowering them to actualize their goals – to achieve their own direction and pace via clear, color-led and simple user interface cues (with a minimum of fluff, stock imagery and promotion) will result in increased trust, engagement, and ultimately, mastery.
To add both depth and delight to the MASTERthis experience, the art direction dictates an interactive aesthetic through the use of instructional photography, bold shots of color, and more stylized typographic treatments. This art direction invites the user with its striking facade to master content that will positively impact them in an unexpectedly engaging package. This direction brings a new color to the palette, “Liberty Sky” to accommodate more graphic treatments and further craft the charm and authenticity of the experience.