Embarking On A Branding Journey

Overview

Brand Style Guides, design systems, typefaces, colors… we needed it all. As the first in-house designer at a rapidly growing startup, I needed to hit the ground running with a plan to elevate the current experience while creating clear visual communication to speak to our target audience, properly positioning Universal Yums in the DTC Space.

Goals

• A complete overhaul of the current site, beginning with the homepage, to improve overall UX and focus Brand and Identity.

• Increased Audience Reach and Conversions.

My Role

As the sole UI/UX designer for the project, I worked closely with management and the engineering team. I was responsible for:

• Creation of a new Brand Style Guide and Design System.

• Research of Best Practices in the DTC and Subscription model spaces.

• Wireframes / Prototyping / Hi-Fidelity UI design.

• Illustrations and Iconography.

• Design handoff, supporting internal and external engineering teams in implementation.

Outcomes

• Dramatically increased progression rates through homepage and checkout pages and overall conversions.

Style Setting