S'more / Shift Product from 1.0 to 2.0
S'more / Shift Product from 1.0 to 2.0
S'more / Shift Product from 1.0 to 2.0
As the product shifted from an NYC living guide to a platform for discovering things to do in the city, I led the design team in redefining our branding and product experience to align with the new strategy.
As the product shifted from an NYC living guide to a platform for discovering things to do in the city, I led the design team in redefining our branding and product experience to align with the new strategy.
As the product shifted from an NYC living guide to a platform for discovering things to do in the city, I led the design team in redefining our branding and product experience to align with the new strategy.
2023
2023
2023
Year
Year
Year
Design Mentor
Design Mentor
Design Mentor
Role
Role
Role
Challenge
Challenge
Challenge
Challenge
As a product designer specializing in defining and solving problems through interfaces and interactions, leading a rebranding project has been a challenge—both in terms of collaboration and project management, as well as the branding design itself. However, as the team lead, I had to find a way to ensure the success of this project alongside the designers on the team.
Highlights
Highlights
Highlights
Highlights
Capturing the vibe
Capturing the vibe
Capturing the vibe
Researching the city, interviewing our users and taking notes to capture the vibe for the new brand of our community.
Researching the city, interviewing our users and taking notes to capture the vibe for the new brand of our community.
Researching the city, interviewing our users and taking notes to capture the vibe for the new brand of our community.
Branding
Branding
Branding
We used the letter ‘S’ from ‘Smore’ as our new logo and completely refreshed our branding guidelines.
We used the letter ‘S’ from ‘Smore’ as our new logo and completely refreshed our branding guidelines.
We used the letter ‘S’ from ‘Smore’ as our new logo and completely refreshed our branding guidelines.
Product design & Landing page
Product design & Landing page
Product design & Landing page
As we launched the new brand, we redesigned the core product interface.
As we launched the new brand, we redesigned the core product interface.
As we launched the new brand, we redesigned the core product interface.
Merch
Merch
Merch
Shout out to our visual designers who created a series of young, fun, and practical merchandise for the brand.
Shout out to our visual designers who created a series of young, fun, and practical merchandise for the brand.
Shout out to our visual designers who created a series of young, fun, and practical merchandise for the brand.
Branding workshops
Branding workshops
Branding workshops
I initiated a branding workshop to explore our brand after launch and added new elements to our branding guidelines based on the insights gathered. As the community grows, the brand should continue to evolve as well.
I initiated a branding workshop to explore our brand after launch and added new elements to our branding guidelines based on the insights gathered. As the community grows, the brand should continue to evolve as well.
I initiated a branding workshop to explore our brand after launch and added new elements to our branding guidelines based on the insights gathered. As the community grows, the brand should continue to evolve as well.
Insights
Insights
Insights
Insights
Setting tones for rebranding
Setting tones for rebranding
Setting tones for rebranding
As I conducted user research and interviews with our team in NYC, I spent several weekends exploring the city, capturing its vibe while summarizing our target user profiles and content strategy for the design. This helped the team align on the vision for our new branding.
As I conducted user research and interviews with our team in NYC, I spent several weekends exploring the city, capturing its vibe while summarizing our target user profiles and content strategy for the design. This helped the team align on the vision for our new branding.
As I conducted user research and interviews with our team in NYC, I spent several weekends exploring the city, capturing its vibe while summarizing our target user profiles and content strategy for the design. This helped the team align on the vision for our new branding.
Telling the whole story
Telling the whole story
Telling the whole story
The branding of a product consists of various elements. When the design team presents proposals to stakeholders, it’s important to tell the full story behind the design. Sometimes, you should also showcase its application in different scenarios, both inside and outside the app.
The branding of a product consists of various elements. When the design team presents proposals to stakeholders, it’s important to tell the full story behind the design. Sometimes, you should also showcase its application in different scenarios, both inside and outside the app.
The branding of a product consists of various elements. When the design team presents proposals to stakeholders, it’s important to tell the full story behind the design. Sometimes, you should also showcase its application in different scenarios, both inside and outside the app.
©2025
©2025
©2025
©2025
©2025