We got to grip with the theme of Mashing and sketched out ways in which this could be portrayed in a quirky and memorable way. Often we would venture into territory which may have been a little random. We wanted the brand to have a memorable type treatment, so we experimented with both hand cut and machined type. The next stage took our ideas and applied a somewhat more formal visual language. The Masher identity is inspired by the notion of dicing and slicing content - Hence the wordmark has been cut into numerous parts, a graphic representation of this idea. The original look and feel used strong colour to convey the different functions behind the product. We also advised on the design of the software interface, creating a unique yet functional feel.