Brand Identity & Motion Design for a Twitch Streamer with Witchy Vibes
Our client, Clare, is a Twitch streamer who primarily plays the Sims under her persona Clare Witchbaby. Her ability to lift people up through direct positive connection, vulnerability, and light-hearted jokes brought people together when people were searching for new ways to connect online during more socially distanced times.
It was during this growth period that Clare reached out to us to create a new visual identity that would celebrate her online community of Witchbabies, while also being a welcoming space for newcomers.
Clare’s been going by Clare Witchbaby for more than 15 years, so we needed to make sure that the work we did was in line with the brand she created while pushing the boundaries of what a Twitch stream could look like.
Clare Witchbaby
CLIENT
- Clare Redway
STRATEGY & DESIGN
- Sam&Mark
ILLUSTRATION
- Shamine King
SOUND DESIGN
- Matt Monstroski
SCOPE
- Brand Discovery
- Strategy
- Logo
- Typography & Color
- Brand Guidelines
- Illustration
- 2D & 3D Motion Design
- Character Design
- Sound Design
LOGO
For the logo we knew we needed something loud and over-the-top. Something more similar to a band logo than a corporate identity.
We created a bewitched logo by liquify warping the Witchbaby wordmark (set in the font Lora) and adding some fun details such as the double T and triple B.
WITCHY DIAMOND
We also added our signature witchy diamond inside the C, which is a nod to the game she plays most on her streams, The Sims.
THE SIMS'
DIAMOND
CLARE'S 3D
DIAMOND
CLARE'S 2D
DIAMOND
TYPE
COLORS
Brand Strategy
The brand identity needed to address:
Who Clare is:
A fun, energetic and vulnerable host
The Witchbaby community:
Through song, laughter, and vulnerability, being a
Witchbaby gives people a meaningful sense of belonging
The brand’s purpose:
Helping people see a little bit of their best self
Brand values:
Inclusivity, hype, community
Words that describe Clare Witchbaby:
Pink, witchy, make it work
Target Audience Personas
Grace:
30-year-old stay-at-home mom from the US. She has two kids and lives in the suburbs. She sells crafts on Etsy.
Nora:
25-year-old veterinary student from Sweden. She’s into games like Dungeons & Dragons and Dead by Daylight.
Freeda:
15-year-old high school student from Australia. She is passionate about her various school clubs and activities.
Luke:
22-year-old nursing student from the UK. He’s looking for communities where he can find himself as he figures out who he is.
STREAM OVERLAYS & ALERTS
Stream Alerts
Twitch has customizable alerts that highlight all sorts of different user actions such as when viewers donate, follow, and subscribe during the stream, or when other streamers host or raid your channel.
We developed a plan for which alerts should be emphasized most based on Clare’s goals for her stream and designed from there.
Collaterals
- Stream Overlays
- Stream Alerts
- Starting Soon Screen
- Be Right Back Screen
- Intro Animation
- 3D Character
- Theme Song
- Brand Merch
STARTING SOON SCREEN
Illustration
We worked with Shamine King, an illustrator who specializes in character and game design to create a starting soon screen that acts as a virtual waiting room where viewers can chat and connect before the stream starts. Clare's success as a streamer is directly tied to the support of her community, so we made sure to include fan art and references to inside jokes within the community.
We embellished Shamine’s frame-by-frame animation with subtle and not-so-subtle atmospheric motion graphics such as teleporting plushies and Clare’s cat with laser eyes. Adding all of this detail and motion helps keep engagement up while people wait for the stream to start.
BE RIGHT BACK SCREEN
Theme Song
One thing that is especially special about the Clare Witchbaby brand is the theme song Clare wrote and performs during her stream. It is so catchy that people record themselves singing the song and send it to Clare.
To up the ante on this signature song, we hired sound designer, Matthew Monstroski, to create a Witch Baby jingle, taking inspiration from the synth wave genre and some of our favorite cartoon theme songs.
For people who are new to the song, we created a karaoke-style animation to sing along with during the stream
Live Version
Glitch Witch
The Glitch Witch character embodies Clare’s chaotic personality. She’s always showing up when least expected, struggling hard, making it work, and having a great time. Her design was inspired by the cartoons we watched growing up.
In the title sequence, the Glitch Witch goes on an adventure, flying across a retro-inspired landscape on her trusty broom. It’s all about having fun and celebrating the struggle.
Merch
By omitting the word Clare from this design, Clare's fans can put on the shirt and be their own Witchbaby.
