Building the 'flip' into an ownable experience

Back in 2009, we were engaged by a small start-up in Palo Alto. They had a compelling offer; an iPad app to aggregate your social channels into a beautiful, personalised magazine experience. The start-up was Flipboard, and there was no doubt their concept was strong.


Moving Brands worked as consultants to the Flipboard team to define their offer, and build this into the brand. Thinking beyond the chiclet and page design, we integrated their essence, the ‘flip,’ into the user experience. Emphasizing the ‘flip’ gesture as a way to navigate and explore ensured it became a powerful, ownable mnemonic to evoke the brand.

We also consulted on the development of the logo, word mark and visual language, pushing it away from the safe, standardised look dominating the social space. We brought the mark to life in-app and across digital platforms with the creation of the moving identity and sonic logo.

Since it’s launch, Flipboard has received innumerable accolades, including being named one of Time’s 50 Best Inventions of 2010, iPad app of the year 2010, and has amassed an average 4.5 stars from over a quarter of a million votes in the iTines App and Google Play stores.

Supported by a brand built to scale up, Flipboard has continued to grow, and is now available in 15 localised editions, comes standard across selected Android devices, and continuously rolls out new service updates, such as their just launched Curation Platform.