The ASL community, consisting of nearly 30 million deaf and hard-of-hearing individuals in the U.S., has been largely overlooked by mainstream streaming services. Recognizing this need, Signed Studios set out to create VSYN+—a dedicated platform that champions inclusivity for ASL users. They partnered with us to develop a brand identity that would genuinely connect with and reflect the vibrant culture of the ASL community.
The challenge was to create an authentic, inclusive brand identity for a streaming service specifically tailored to the ASL community. This required navigating complex cultural nuances, preferences, and the unique experiences of ASL users, ensuring the brand would resonate deeply with its audience while maintaining broad appeal.
To craft a brand that genuinely represented the ASL community, we engaged in an extensive, iterative process that emphasized community input. Our approach involved in-depth market research, direct collaboration with ASL designers, and workshops with creatives from both the hearing and deaf communities. By incorporating insights from ASL users at every stage of development, we aimed to build a brand that honored their culture and needs.
The collaborative process led to the creation of VSYN+ (pronounced "Vision Plus"), a name that symbolizes both sight and motion—core elements of ASL's visual language. Through discovery workshops and brand identity sessions, we developed a brand that embraced the diversity of ASL signers, ensuring inclusivity was at its core. The new identity system incorporated a modern, visual-forward design, and a multi-channel approach, including live ASL-based customer support, to enhance accessibility. The result was a brand that stands as a visual and cultural emblem for the community, bringing a sense of belonging and empowerment.
VSYN+ is a testament to the power of inclusive design, setting a new standard for accessibility in visual entertainment. This project showcased how brands can drive change by breaking traditional boundaries and fostering community engagement. Our work with VSYN+ reinforces our belief that design is not merely an aesthetic but a tool for connection, accessibility, and cultural empowerment, transforming how audiences experience entertainment.
