Today’s social media has an incredible influence on society. Now more than ever, young people are exposed to unrealistic lifestyles, endless ads for materialistic things, and inflated illusions of importance for things such as likes and influencers. It seems that people can easily lose sight of what really matters in life; making the most of your time with the people who [actually] care about you. We spend more and more time scrolling, and less and less time living in the moment.

Ü Social is an app that hopes to disrupt the social media space, by acting as a lifetime archive for your photos, videos, tweets, and statuses from all your social media platforms. Ü Social uses your personal data, not to bombard you with tailored advertising, but to make living in the moment and reliving the memory more convenient, relevant, and seamless for its users.

The name Ü Social works hand-in-hand with our goal to change the landscape of social media; from being used to benefit advertisers, to instead being used to benefit Ü (you), the Üser. Everything we do serves to make our users’ lives easier. Our whole approach is from a human-centred perspective, which is why even the name should reflect our focus on our users. The logo marque acts as a caricature of a smiling face, whilst also representing 2 people connecting. As stated in our brand values, Ü Social naturally has a playful and fun personality, I wanted to reflect this in the logo marque and across the visual language. The 2 people connecting also reinforces the social aspect of the brand.

Unlike social media sites that are popular today, Ü Social does not use your personal data for advertising purposes. We use your personal data to better tailor the memories we create and suggest to yoü at the most relevant times. By using users’ personal data, Ü Social will create specific tailor-made memory albums and experiences for you, and then notify/recommend them to you at the most relevant times. For example, if you allow access for Ü Social to see your location data (just like you do for Facebook), Ü Social can compare your location data with the location data of your friends in order to determine whether or not you guys are having a catch-up or hanging out together. With this information, Ü Social will organise an album of memories of the two of you, for your convenience and reminiscing pleasures. We also believe our users should spend more time making memories, and less time aimlessly scrolling through their phones. This is why we make consuming moments at a glance even easier by bringing your memories to your phone home screen using widgets.