Brand Identity Design


Here is my description of Apkudo

Apkudo: Brand building a community of Android lovers

Apkudo is a free service that tests apps on all Android devices. They asked me to design and launch a brand identity in less than a month. Plus they wanted a basic website and printed materials. My approach was a good old fashioned hackathon to gather feedback, understand user expectations, analyze competitors and build thing quickly. The result was an effortless launch with a lot of happy partners.


Learning about competitors

Listening with interviews and workshops

Apkudo targets two audiences: App developers and Android device manufacturers. Android app developers use Apkudo to install, test and optimize their apps on absolutely every single Android phone and tablet for free. Android phones are all different because they are each made by different companies. Testing ensures that their apps will work on all devices. Android phone manufacturers pay to use Apkudo to test their devices on a wide range of apps – provided by the app developers, of course.

A brand architecture based on the how people use Apkudo was created from this discovery session. Instead of brand values, I recommended a hapkido metaphor – The Practice of Apkudo.

Going from written strategy to visual design

Visual brainstorming and sketching are used to discover the visual dynamic of the descriptive words from the brand architecture. These visual explorations reveal visual concepts, colors and photo style.


Presentation: Two very targeted visual identities with an avatar and 'bot.


Apukudoburra, (Appy) is spokesbird for the practice of Apkudo. Like his distant cousin, kookaburra, Appy likes to laugh and enjoys keeping things simple. When he isn’t practicing apkudo and catching bugs he can be found socializing with his friends.

Bee ‘bot  likes to work in large groups or swarms and is very social. It makes friends easily because it is always finding new ways to make things easier and more fun. He is a hard worker who buzzes around finding new ways to improve things for his buddies.

The final brand identity, website design, data sheet and advertising.

Dave is f***ing amazing. He is our secret weapon.
— Kate Lyons, Apkudo