SugarSync Identity Design
SugarSync is a software application that synchronizes files across computers and mobile phones and backs them up online.
The defining characteristic of the service is how automatic and fast it seems compared to its alternatives. Most competitive synchronization offerings are ‘geeky’ solutions that seem intimidating to the average customer and feature sync arrows prominently as part of their identities.
My objective was to create an identity for SugarSync that communicated its speed and magic and created an emotional connection with the user without seeming geeky, and the Hummingbird captured those requirements perfectly for me. Our customers grew so passionate about the Hummingbird that at one point when we contemplated tinkering with it, there was massive user revolt!
SugarSync Identity Design
SugarSync is a software application that synchronizes files across computers and mobile phones and backs them up online.
The defining characteristic of the service is how automatic and fast it seems compared to its alternatives. Most competitive synchronization offerings are ‘geeky’ solutions that seem intimidating to the average customer and feature sync arrows prominently as part of their identities.
My objective was to create an identity for SugarSync that communicated its speed and magic and created an emotional connection with the user without seeming geeky, and the Hummingbird captured those requirements perfectly for me. Our customers grew so passionate about the Hummingbird that at one point when we contemplated tinkering with it, there was massive user revolt!