Lifo

Brand identity design for social commerce platform

Context

My task is to assist Lifo in crafting a distinct brand identity and elevating the user experience on their platform, with the ultimate goal of fostering deeper engagement and loyalty among their users towards their exceptional service

  • The following are the deliverables for this project:

    • Style Guide

    • UI kit

    • Mood board

    • Brand deck

    • Establish a brand voice

    • Brand message/tagline

    • Drive product narratives across multiple platforms

    • Shape the vision for content

    • Establish useful, meaningful text

  • Project Lead, Art Director, Designer, Researcher

  • Stakeholders: CEO, COO, and Product Managers.

    Associate: Copywriter & Me

  • 2 months

  • Lifo's new branding design was a resounding success, leading to the securement of a substantial 2 million dollar investment in Series C funding in 2021.

Research Goals

Used research method such as Stake Holder Interviews, User interviews and Competitive Analysis to jump start the project.

The purpose of these research are:

  • To define and position Lifo within the current existing market.

  • Find out what attracts influencers/creators to use “influencer marketing partners” such as Reward style or Instaco.

  • Find out the gains and pain points for influencers while working with such companies.

  • If they have not used any of those companies before, find out what interests them to start using one now.

  • How can Lifo expand and integrate influencers/creators’ “needs” into the branding’s DNA?

  • Develop the brand style and the tone of voice that works best with the targeted influencers.

Research Findings

Listed below are the research findings for influencer’s needs on Lifo, Lifo’s brand tone of voice & visual aesthetic, and Lifo’s opportunities for improvement.

Support: Majority of the participants think LIFO could be “the ideal support system"/"Partner” they are looking for. "Being supportive when it is needed.”

Convenience & Accessibility: Majority of the participants think convenience plays a major role in the branding and user interface design for LIFO. EX: In APP messaging feature connect to user mail platform.

Authenticity: Majority of the participants believe authenticity is the key to the heart of the influencers.

Voice Aesthetic: Informative and professional with some fun elements.  It is important to have informative instructions, but it is also important to have a fun/approachable tone of voice since it is about building a relationship and community after-all.

Visual Aesthetic: End-user find visual aesthetics important in attracting new influencers. Consistency throughout the branding & the app is important as well. Users suggest a recognizable artistic vibe and clean visual aesthetics for the LIFO

Opportunities for improvement: Building a personal relationships. Branding LIFO as a partner/friend/authority for influencers when it comes to the commerce market.

Zoom call screenshot

Persona

With the valuable insights gathered from Stakeholder Interviews, User Surveys, and Competitive Analysis, I was able to identify the perfect target user by creating a detailed persona. This approach allowed us to inject personality and context into our research data, enabling us to better understand and empathize with our target user throughout the design process.

Brand’s Words

Cultivate

•

Create

•

Community

•

Cultivate • Create • Community •

Ideate

Prior to the final logo's creation, various logo mock-ups and a mood board were developed.

Brand Logo

The final logo embodies the brand's core values of Cultivate, Create, and Community through an icon formed by joining different petals to create a floral design

Style Guide

The visual direction was fully realized and refined in the style guide, which established the brand's key elements such as color palette, typography, iconography, button states, filter styles, search bar design, and illustration style. This comprehensive guide served as the foundation for the brand's overall visual presentation and interface design, ensuring a cohesive and consistent experience for users

Branded Collateral Deliverables

In addition to the primary deliverables, the project also encompassed a range of branded collateral, such as t-shirt designs, box set packaging, stickers, tote bags, product photos style guide, and more.

UI Design

Creating a visually appealing and user-friendly website is crucial for engaging visitors and keeping them on the site. One of the most important factors in achieving this is consistency - using a consistent design language and user interface can help users feel more comfortable and confident in navigating the website. With the help of a predefined style guide, I ensure that each element of the website is designed to adhere to the same standards, creating a cohesive and professional look and feel throughout.

Moving Forward

Lifo's new branding design was a resounding success, leading to the securement of a substantial 2 million dollar investment in Series C funding in 2021. This funding allowed Lifo to expand its business by partnering with more creators and developing its own commerce platform and app. The impact of the rebranding was so significant that it was later adopted for other ventures as the company continued to experience growth and success.