Overview 🔎
Moj For Creators is Moj’s flagship creator initiative that builds a path for accelerated growth for Moj creators at different stages in their journey. Targeting creators from every region of India, the program is an ambitious step towards building a robust monetization model for creators and driving engaging content on the platform in the long term. This was a very comprehensive and long project that was undertaken - wherein I ended up taking ownership of the program for a period of some months.
Brief and Requirements✍️
There was already a similar program by the same name in place, but there was no traction or creator profiles registered with the program. It was decided that this program be made a high priority and design a new identity from scratch. We were required to:
1. Create a main/hero identity for the program
2. Create identities for sub-programs coming under it
3. Design the website and in-app pages, maintain and add features/pages as needed
4. Create social media posts and videos to promote the program
5. Create event and print collaterals which came under the program
Project Timeline: 10 months, April 2022 - January 2023
Process and Solution 🛣
The process was quite cumbersome. Being Moj's flagship creator program, there was a lot of pressure to create a unique identity different from Moj's regular branding. The colour palette decided was yellow, black, and white. This ensured a simple identity while having maximum impact, along with a high recall value. The logo was created as an extension of the original Moj logo and the main colour was kept yellow. After several iterations and hard work and tears, the initial logo and identity were set in stone. Along with that, the promo video was unveiled and the program was officially launched.
Moj, India's number one short video app, today announced its plans to facilitate creator earnings worth INR 3,500 crore (over USD 450M) through the ‘Moj For Creators’ program.
Source: https://indianexpress.com/article/technology/tech-news-technology/moj-wants-to-help-a-million-creators-monetise-by-2025-7891403/
WIth the release of the first MFC promo video, a massive amount of press coverage was seen as well as signups for the program.
The branding was thus further implemented and extended. Mia and Mast Moji became the main ambassadors of Moj For Creators. They are creator avatars themselves in the app and play an important role in connecting with the audience and emerging/new creators.
Elements for the identity were carefully extracted from the main branding of Moj, so that the association with the app would still be present.
Several sub-programs and creator initiatives were launched soon under this program:
1. Moj For Creators Academy
2. Moj Studio
3. Moj Day Out
4. Moj Spotlight
A notable program here was Moj For Creators Academy. It gained even more traction in the press and lead to a steep increase in creator signups - all organically.
Another sub-program to note was Moj Day Out - an event for notable members of the Moj For Creators Program. This was an exclusive invite-only event for talented creators and influencers on the app. The logo was redesigned and several event and print collaterals were made with the sub-branding.
Website 💻
https://creators.mojapp.in/
The identity, logos, assets, event collaterals, and illustrations created as part of the program's identity still serve as the core identity for the Moj For Creators initiative till today. And as it should be for a good reason - the team worked very hard on it!
