RealSelf Rebrand — undergoes a virtual facelift
During my tenure at RealSelf, I played a significant role in the platform's rebranding efforts. The primary objective of the rebrand was to attract a younger audience while making minor enhancements to the user experience. Our new messaging centered around dismantling the social taboo associated with cosmetic treatments and living life unapologetically.
To accomplish this, we collaborated with a branding agency, who provided us with various deliverables, such as a logo, palette options, and display font. Instead of implementing incremental changes, which we had attempted in the past, we opted to make sweeping modifications to our site and app all at once, taking a more comprehensive approach to the rebrand.
ROLE
UI/UX Design
Art Direction
User Testing
A/B Testing
Prototyping
Concepting
Design System
PLATFORM
Web
iOS
TIME
2 months
2017
Before the makeover…
RealSelf struggled with an unclear information hierarchy and a lack of visual consistency across its website and app, resulting in a fragmented user experience. As a result, the brand had limited recognition and failed to establish a strong connection with its users.
The Reveal
Our design choices reflect an expressive and daring approach that embraces the idea of 'living out loud'’ which includes the use of bright colors, bold typography, selectively chosen photography, and playful illustrated textures.
DIGITAL STYLE GUIDE
As we were simultaneously rolling out the rebrand, I spearheaded the creation of RealSelf's first-ever digital style guide. Our approach was methodical, blending bold and authentic styles to produce a truly distinctive interface and set the stage for future processes.
Before & After
