Under After

Cat-mascot brand identity and product design for a weather service.2013

Poncho

In 2013, weather apps saturated the iOS and Android markets with identical features and interchangeable blue-sky aesthetics. Under After created a character-based brand for Betaworks founder Kuan Huang's Poncho, centered on a cat mascot that avoided weather clichés in favor of personality. The work spanned brand identity, style guide, extended identity system, and product interface design. Poncho launched in April 2013 with coverage from TechCrunch and Betabeat.

Poncho weather app logo and wordmark design Poncho brand identity system and color palette Poncho cat mascot character variations and expressions Poncho weather service typography and brand guidelines Poncho brand applications and stationery design Poncho web product interface design homepage Poncho weather notification interface design Poncho product design user experience flow Poncho web interface weather data visualization Poncho product features and settings interface Poncho weather service mobile responsive design Poncho brand style guide comprehensive overview

Why a cat? Cats don't like getting wet.

Poncho brand marketing materials and promotional design Poncho social media graphics and templates Poncho brand collateral and merchandise design Poncho weather service complete brand identity system

May 29, 2018: Poncho was acquired by Dirty Lemon and shut down its service. R.I.P. Poncho.

A cat-mascot brand for a weather service that traded blue-sky clichés for personality.

Services: Brand Identity, Product Design

Founded by Kuan Huang at Betaworks. Launched April 2013; acquired by Dirty Lemon in 2018.