How to progress a vision without sacrificing momentum?
That was the challenge that Appboy face before the rebranding.
That was the challenge that Appboy face before the rebranding.
With the help of Lexicon, Focus Lab and the team at McMillan, the company went into big change included renaming, rebranding from Appboy to Braze, improving support in new office in Singapore and revamping their website.
The result?
3 month later, "Braze is announcing an $80 million Series E round led by Meritech, a venture capital company with investments in leading technology brands such as Facebook, MuleSoft, and Salesforce."
The three art pillars I've created for the digital experience of Braze, based on end-goal & challenge was;
- Luminous
The whole experience needed to feel light. Lots of white space, clear typography (visually & tone),
crisp iconography, minimalist UI, pastel color.
The whole experience needed to feel light. Lots of white space, clear typography (visually & tone),
crisp iconography, minimalist UI, pastel color.
- Alive
Rich animation, strong attention to detail, micro-interaction. The intro animation concept was to replicate someone breathing, the feeling of being alive. It gave a human touch inside an emerging tech company.
Rich animation, strong attention to detail, micro-interaction. The intro animation concept was to replicate someone breathing, the feeling of being alive. It gave a human touch inside an emerging tech company.
- Sharp
Everything needs to look sharp. The UI that shows the product needs to be high-quality. The typography need to be sharp and how the Braze overall brand looks like.
My Role: Art Direction, design, ux & animation
