When Trey Moore started taking video footage with his iPhone, he quickly realized
that there was never enough time to move that video content to his home computer,
edit it, introduce soundtracks, and make it “presentable” to family and friends.
He imagined a video library of impromptu moments; his kids’ childhoods, important
events, and hilarious misadventures on the road with friends, but He ended up with
dozens of rarely shared video files. He believed that video captured with a mobile
phone is all about immediacy and sharing spontaneously. The process of transferring
it from his phone to his computer to be edited, managed, and distributed later was
a buzzkill. Trey had an idea.
Trey discussed his vision for an intuitive, user-friendly iPhone video editing app
with his business partners at Path36. They jumped on it and conducted market research
which revealed that video editing on the iPhone was severely lacking; the user experience
was neither fun nor easy. They knew they had a market need and minimal competition,
but they didn’t have the development expertise or time to build the application
themselves.
Path36 approached IdentityMine for the software development.
IdentityMine worked with Path36 to define the User Experience for all aspects of
version 1 of the application; the scope of the project evolved to include all aspects
of product development, including brand identity, user interface, functionality,
and market positioning. IdentityMine’s creative team of designers, UX gurus, developers,
and project managers worked hand-in-hand with Path36 to launch Path36’s vision,
now called Splice Video Editor.
- Developed for the iPhone using iOS
- Intuitive, discoverable video editing
- Unmatched Multi-channel audio editing
- Standout branding
- Highly competitive within app store
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The brand direction developed for Splice makes it a standout within the iPhone app
store. Early release feedback has included exceptional user ratings and positive
input for V2 of the application.