The idea didn’t exist before. We wanted to see how this might look, when a user is confronted with the challenge of creating a new type of media, that combines taking a video and writing text on it. The challange was to make the product feel familiar, but make the user understand we produce a totally new result.
Product design was in 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 in hykoo. It caused constant compromising between the final vision and the user-generated reports on bugs and miscalculations made, to refine the product to work impeccably and look 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 poetry. The logo borrows from that and is a three part logo, and is accompanied by 4 types of gradients, which represent the 4 seasons, to be aligned 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, before every moie hykoos presented on screens, and a call to action to publish festival related hykoos online in order to get entries to films and special access to the festival events.