Art Direction + User Interface + rebranding

Persona is a nutrition based subscription e-commerce company, providing subscribers with a truly personalized customer experience and giving them the tools they need to live healthier lives. After taking a quick, five minute assessment customers receive a personalized recommendation based on their diet, lifestyle and prescription medications. Their monthly nutrition program is delivered to their doorstep in the form of daily vitamin packs to provide a convenient and easy solution for subscribers to optimize their health. Recently, we have launched a build-your-own-pack facet of the website for those who don’t take any medications and want an even more effortless checkout process.

My role at the company involves art direction and ownership of the visual design and customer experience.

Duration

This is my current role.

On-going projects since May of 2018.

Role

Lead Visual Designer

Duties

Art Direction

Rebranding

User Interface Design

User Experience Design

Wireframing

Photography

Tools

Adobe XD

Photoshop

Illustrator

InDesign

Problem

A start-up in the nutrition industry changing their name from Vitamin Packs to Persona and completely rebranding themselves. When I was hired into this role, the company was using a local agency to help with the rebranding. The agency created the Persona logo, chose the brand typefaces, set a handful of brand elements and altogether provided an incomplete styleguide. Unhappy with the work done by the agency, especially regarding the website—the CEO hired me to elevate the brand and create a visually appealing, user-friendly website for our target demographic.

Goal

Our goal over the past year has been to focus on obtaining the right customer, drive sales to decrease CAC and LTV and improve the overall brand aesthetic and customer experience.

Solution

Simplify the previous styleguide and create a more distinct brand identity that transfers well across both digital and print mediums. Creating a specific user interface design language to work towards brand consistency and equity.