Well hello, Mello!

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We launched a new app and brand identity 💜

We launched a newly designed app that aims to help parents build strong local support networks online and in the real world. Our app is on the App Store and Google Play with a new visual identity that communicates our purpose of “helping families find their village.” Users can browse through profiles of parents who live nearby, connect via chat, and organize spontaneous meetups, stroller walks, and playground hangouts.

Mello started out as a childcare exchange app called SitEinander (meaning “sit each other” in English) that functioned like a digital babysitting co-op. We wanted to help families who were struggling without a proper social support network. Soon it became clear that the problem was bigger than just childcare and our solution was only tackling a tiny part of it. We widened our focus towards helping families make connections with other parents in their neighbourhoods for all kinds of needs — playground dates, friendships, and of course also babysitting swaps.

 

We needed a brand that fit the new focus of our app and that could grow with us. The brand had to be polished and consistent to leverage trust and let parents know we’re here for them. We commissioned Berlin-based brand design firm Studio Skulptur to craft our brand strategy and create our new identity. The design of the new brand aims to convey the sense of ease and joy that community support provides young parents.

“We love working with passionate founders who are driven by a desire to leave a positive impact on the world. We were inspired by the Mello team’s community-focused values and their ability to use technology to help families form real-life support networks,” says Lana Belton, a Partner at Studio Skulptur. “Parenting is challenging at the best of times, but the problems that Mello is tackling have been amplified during Coronavirus. We were delighted to help create a brand that could positively impact families struggling with the increased isolation and anxiety that the crisis brought with it.”

It was a massive relief to have such a competent, passionate, and talented team handle the rebrand. Studio Skulptur were totally on our wavelength. From the start we could see it was going to be a great collaboration. The new brand has re-energized us and allowed us to create consistent assets and present a stronger image to investors, partners, and, most importantly, parents.

Mello is currently available all over Germany. Next year, we plan to expand to international markets. My team and I have big dreams for Mello. Our vision is to transform anonymous cities into supportive communities all over the world.

You can find out more about this project and Studio Skulptur’s other work on their website. ###

About Mello: Mello is a mobile app designed to help parents connect and create strong communities. We help families find the support they need to make parenting a little easier and a lot more fun.

Mello media contact:

Anna-Lena Gerber
Founder and CEO
press@mello-app.com

About Studio Skulptur: Studio Skulptur is a Berlin-based boutique design studio. They work with clients around the world to create purpose-driven brands that connect with their communities.

Studio Skulptur media contact:

Lana Belton
Partner
lana@studioskulptur.com

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