Nigerian film publication, What Kept Me Up, unveils new brand identity that revolves around its readers
Unlike the previous logo that spotlights the ‘Me’ in WhatKeptMeUp, the new logo shortens the name to its initials—WKMUP—and puts the spotlight on the letter ‘U’.
On February 3, 2024, Nigerian film publication, What Kept Me Up, unveiled a new, lively, and refreshing brand identity (logo, typeface, and colour) designed by Iyebiye ‘Kaizen Kreativ’ Adeitan—a creative visual designer and illustrator known for designing film posters of successful Nollywood films such as Ayinla, Soólè, and Ilé Owó—alongside Joshua Ayoola, a brand identity designer.
What Kept Me Up—a Nigerian digital media publication that focuses on film and television—serves readers with news, reviews, trivia, and analysis from both visual worlds in Nollywood, Hollywood, and every other linked industry to Nigerians.
The publication says the new identity is its response to previous comments on its ‘branding’, and its way of saying it chooses its readers. “We are choosing you. Yes, U, artistically and literally. Our approach revolves around you and what you like as a cinephile. Your constructive criticism and praises have shaped us in several ways as a publication that strictly covers film and TV in Nigeria,” reads the announcement. “On the note that many readers suggested that we enhance our branding, citing our ‘funny use’ of colours, steps have been taken to that effect.”
Unlike the previous logo that spotlights the ‘Me’ in WhatKeptMeUp, the new logo shortens the name to its initials—WKMUP—and puts the spotlight on the letter ‘U’.
“Instead of making it about the brand, we flipped the identity to focus on U - the readers who stay up at night—even though they have to go to work the next day—to watch films and share their opinions and perspectives about it on the publication,” Adeitan, who led the rebrand, told The Creatives Note in a conversation.
The new design introduced new and updated colours, updated logo variations (logomark and wordmark), and ‘Open Sans’ as the new brand typeface. “The goal was to make the identity more memorable such that when you see any element of the brand such as the icon or colour, WKMUP comes to mind,” Adeitan shared.
While nothing drastic will change in its content and direction, the new identity gives more character and life to the brand. “What Kept Me Up remains the same audience-oriented platform, while boasting a more distinct personality,” says WKMUP. “Our new brand shows more character and we know you will feel the same way. Most importantly, it should be recognizable anywhere and anytime you see it at home and abroad.”
“We are excited to unveil our bold colour combinations powered by Kaizen Kreativ,” WKMUp founder and managing editor Ikeade Oriade said in a statement. “We hope our readers can do us one big favour by spreading the news on their pages and within their circle. We also anticipate their feedback and notes about our new design. Send them in!”
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According to Adeitan, the project took about 2 to 3 months to complete. “We worked on the brand strategy and designed the new identity, merch, communication materials, social media templates and brand guide,” he explained. “I am proud of the result of the work we did. I enjoyed working on the project because I believe that WKMUP is doing an important work documenting Nollywood and profiling people working in the film industry in Nigeria.”
Positive reactions have trailed the announcement of the new brand on social media. “Sweet. Recently brands rebranding have been disappointing. But this is different,” a user on X (formerly Twitter) commented.
“Since the announcement, I have gotten DMs on all my social media platforms commending the work we did,” Adeitan revealed. “While I was confident people were going to like it, the reactions and comments have exceeded my expectations.”
“The WKMUP team saw the vision when we presented it to them. I am happy the people like it.”
