I worked on the rebranding initiative for Namely, an enterprise HR software company. We started with the iOS app because of its small and simple featureset, but we planned to gradually rollout the new brand across the Android app, web app and marketing content.
ROLE
Brand, UI design
WHEN
2016
TEAM
2 Designers *(I was in a supporting role)
2 iOS developers
1 Product Manager
1 Project Manager
PLATFORM
iOS
Execution
The design agency, UsTwo, kicked off the initiative by facilitating exercises to get the team thinking about what impression the brand should make. After extensive discussions, we landed on these three brand attributes: Calm, Real, and Engineered. From there, the lead designer and I gathered images that best represented these attributes and organized them into moodboards.
Next, we collected examples of UI elements from other products that captured the direction inspired by the moodboards. These compilations or “Style Tiles” helped to illustrate our direction in a higher fidelity and to ensure alignment with the rest of the team.
Finally, we produced compositions for the iOS app using our new rebranded UI components. The next steps will be to validate the new designs with our users.
