.png)
This case study focuses more on the visual and brand experience aspects of my YOSS portfolio of work. To read about my role in the product and design strategy, read Transforming YOSS into a talent management platform fit for the future of work . I'm not able to share everything we've accomplished, but this showcases a brand identity design that builds out a meaningful brand story and a strong system of flexible elements. More info available by request.
The YOSS brand identity development
The brand identity re/design.
YOSS started as a brand with hardly more than a logo, a color palette, and a font. Working with my talented UX/UI designer, Bo Kim, we set out to develop a strong brand identity system for YOSS. I led several brand workshops with our CEO and created our brand story, values, and creative platform, 'Flexible Connections'. We decided to keep the logo and the overall color direction, so that the new brand identity would be a strengthening of the YOSS brand, rather than a complete redesign.
I developed the brand promise, brand values, brand voice, and creative platform, then wrote the copy for our guidelines and creative assets, whose final design was done by Bo. See below for the full brand boards, followed by a snapshot of the YOSS brand before our efforts.
Marketing site after
Marketing site before
Experienced in:
Leading design
User experience design
Design systems
Wireframes and prototypes
Art direction
Branding and identity systems
Content and copywriting
Campaign development
Information architecture
Leading products
Market and user research
Product-market fit validation
Developing roadmaps
Requirements gathering
Prioritization
User stories
Sprint planning
Product design
Leading teams
Design thinking + ideation sessions
Recruitment and hiring
Mentoring
Workshop facilitation
Product strategy development
UX and design strategy development
Marketing strategy development
Forecasting and future planning
Don't stop there! Continue on to another case study.