ueno. Aaron Poe

Facebook Confetti - Brand Guidelines

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Confetti is a new live social game show on Facebook that people can play with their friends, in real time, for real prize money.

Facebook asked Ueno to create the brand identity and visual system from the ground up. The visual system would ultimately drive this new social experience. The branding influenced the production design of the set, motion for the background of the show and the overall tone for the live in-game experience.

Our biggest challenge was to create a brand that worked for both product UI and conveyed a live-action TV production quality. That is difficult. We determined the brand system had to work for interfaces but also be able to be opened up and filled with energy in production. We created a system of color gel lighting as the art direction to further enhance the theme of ‘primetime’ and a system of neon tubing for the environmental set design that shifted color in real time.

Facebook’s goal was to differentiate Confetti by creating a higher production value, a cooler host, and a more exciting experience. Ueno created a brand mark that literally felt electric and a visual language that felt fun and dynamic. The wordmark was created as a contemporary take on neon tubing. We wanted it to convey motion and pace, keeping the page alive to suggest movement even when it is static.

Because the game-show schedule was set to take place at 6:30pm each weeknight, it needed to feel fresh, electric and evoke a sense of ‘primetime’ and also needed to be able to work in day mode once the brand took off. Working closely with their internal team, Ueno created the foundation for the product UI, which included the launch screen, countdown timer, and key game play screens and interactions

At Ueno, we pride ourselves on 'teaching a man to fish’ so we created a robust and detailed brand guidelines for their internal product design team, the production team in Los Angeles and any other 3rd party vendor they needed to work with.


Our Role:
Brand Strategy
Brand Identity
Motion Design
Art Direction
Product UI
Environmental Set Design


San Francisco
New York

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