OverviewtheSkimm is a media company, focused on providing information for women to live their smartest lives.
My Role
I led the design team across creative and product design. I hired designers, grew senior talent, and developed design processes. I led two rebrands and launched new verticals, campaigns, and products.
Brand Study
We started by digging into how new and existing users felt about our current brand. Our brand was perceived to be approachable, informative, and elevated. But there were areas where our imagery was confusing, color felt disjointed, and our master brand got lost.
New Visual Direction
We knew teal was iconic to the brand so we used it be expressive, calm, joyful, and recognizabley theSkimm.
Brand Architecture
We knew we needed to find a way to allow our brand to scale across multiple verticals, while allowing the master brand to be clear. We created a solution where the vertical stood out while keeping the master brand as a part of the logo lock up.
Across Channels
Newsletters
We iterated on how we could have a cohesive design aesthetic for branded and unbranded newsletters across different verticals.
Web Experiences
We designed a brand design structure for all images on our emails and website to feel cohesive. We also weaved in teal in our new launches and campaigns.
Mobile
We rebranded our mobile app and developed an illustration style that could work across different content and channels.
How it came together
We thoughtfully launched our rebrand with a video to capture the depth of work and build excitement internally. Every detail here shows the creativity and hard work from the team.