When I Work
ICON DESIGN & ILLUSTRATION
Revolutionary, web-based scheduling software company When I Work tasked MInneapolis-based Agency Underground to help them evolve their brand voice and visual language. Agency Underground sought Ivan Trushin's expertise to create a new icon system that would be used for When I Work's marketing, desktop and mobile needs. The visual style had to match the brand's playful attitude while conveying hundreds of actions. The icons needed to be able to scale in complexity from simplified mobile icons to complex, illustrative icons used for promotional materials.
Trushin Studios chose to build an icon system around the brand's logo using geometry stemming from the use of circular attributes. For the icon style, a heavy line-based aesthetic was chosen to accentuate the simplicity of the brand. Light hearted content highlights the playful attitude of the brand. For adaptability, the icon system was created in three variations. The simplest version of the icon was created for the brand's mobile application, progressing to a more detailed icon for print and digital applications and ending with a complex illustrative version that can be featured as full page illustrations in print and web based campaigns.