Flashloop

An AI video app that needed a face

Flashloop turns a prompt into a short video for TikTok, Reels and Shorts, no editing skills needed.

The brand had to stand out in a feed full of AI tools, feel friendly to creators who are not editors, and still work at every size, from a billboard to a 16 pixel favicon.

Two takes, one brand

Take 1 was a geometric mark built from one folded loop on a perspective grid, in two colorways: an orange to magenta gradient with a lowercase wordmark, and a holographic violet with a bolder one. We documented it with construction, clearspace, color variants and a first set of guidelines.

Then we started again from a character: a ghost holding a clapperboard. One thick outline, flat fills and two eyes, drawn on a square grid so it scales from a billboard down to a favicon without redrawing.

Take 2 became the brand: the mascot and wordmark (six lockup explorations, Figtree in the final one), color variants on orange, white, amber and black, avatar, favicon and app icon, an orange led palette with full tint ramps, Figtree typography, a sticker style brand voice, guidelines and social templates in square, landscape and story formats.

A character small enough for a favicon