monopo london was invited to brand the new messaging platform Ghost – a supercharged messaging app for Gen-Z, founded by a former Giphy product and engineering team to make messaging more expressive.
We crafted a full visual identity to reflect the brand’s core belief that communicating between friends should be more honest and playful.
Ghost is a new messaging consumer app built with Web3, Chat GPT and ZK primitives. Its unique ‘Ghost Messaging’ mode allows users to send anonymous messages to private groups, encouraging safer, more honest and more playful discussions. The app makes it easy to share embarrassing or honest thoughts, and injects a level of play in the conversation with friends.
The app offers a range of exciting superpowers to gamify and spice up your conversations, including "Guess who" which allows users to guess the identity of the sender of an anonymous message, and "anon crush" which lets users reveal their secret crush anonymously. Moreover, the integration of Chat GPT allows users to ask and generate endless responses with their friends, as well as creating AI chat bots using simple prompts.
Toxicity is filtered out with anonymous reporting mechanisms, and with ZK Proof technology, user data and identities are protected.
With a primarily Gen-Z target audience, Ghost needed to speak to a generation that is well-versed in expressing and protecting their identities and has a healthy suspicion of large digital platforms. We followed suit by developing tongue-in-cheek messaging that harnesses Ghost’s playful tone of voice.
“We used playful statements such as ‘Ghost your Messages. Speak your mind.’ to appeal to a comms-savvy Gen-Z audience. The brand goes on to “Ghost” other frustrations about modern communication, and replace them with more playful alternatives."
- Mélanie Hubert-Crozet, Creative Director
Already familiar with the Web3 environment, we knew that an accessible and human identity was necessary to gain the attention of a younger audience. We eschewed familiar tech brand tropes to instead create a fun, playful and colorful identity that feels owned by the community.
“We wanted Ghost to feel like it is created and owned by the community that uses the app. Leaning into a colourful digital DIY aesthetic makes it feel like anybody could make a piece of Ghost communications tomorrow, just on their phone or laptop.”
- Ferdaws Alizada, Designer
Playful chunky typographic statements sit alongside a bright saturated colour palette with cut-out collaged visuals.
The brand lends itself to endless improvisation and expansion, with the Ghost character as a constant “muse” to riff on.
Inspired by emojis and internet culture, Ghost has its own collection of funky digital stickers to be used in our communication and within the app.
The identity doesn’t feel juvenile, but it sparks memories of an inner child discovery equal to cutting out mood boards or pinning your favourite poster to your bedroom walls. It is an accessible feeling that excites and ignites all of us, and an important barrier that many Web3 brands fail to break through.
Supporting the launch, monopo london designed Ghost’s ‘Coming Soon’ page to introduce the playful ethos of the brand. Filled with interactions and animations, the website is a digital sample of what it feels like to enter the realm of Ghost.
A full interactable website will launch in early Summer of 2023.
“Web3 technologies can be intimidating for new users, so we made sure to create an interactive web experience where people can connect with the playful spirit of the app, even before downloading it.”
- Stella Grotti, Interactive Art Director