The idea didnu2019t exist before. We wanted to see how it would look when a user is confronted with the creation of a new type of media that combines taking a video and writing text on it. The challenge was to make the product feel familiar, but make the user understand it will produce a totally new result.
Product design was in the form of very fast iterations and quick user testing to be able to streamline the communication between the design and the development, both done in-house at hykoo. We needed constant compromising between the final vision and the user-generated reports on bugs and miscalculations to refine the product so it worked impeccably and looked wonderful.
We wanted to translate the idea and its traditional background and values into a 21st century tech company's communication. hykoo is based on the traditional haiku - the three-part, 17-syllable Japanese poem. The logo borrows from that: it is in three parts, accompanied by four types of gradients, which represent the four seasons to align with the obligation of including a seasonal reference in the traditional haiku.
During the Tribeca Film Festival in April 2015, there was a pre-show presentation in every festival cinema. Content from hykoo was presented on-screen before every film followed by a call to action to audience members to publish festival related hykoos in order to win tickets to films and special access to events.