Joyable, a mental health product, was highly successful as a consumer product, and wanted to expand into the enterprise space in order to reach more people by removing the cost barrier. A refresh to the brand was needed in order to be taken seriously in the professional space.
Product, Brand, Motion, & UI Design – Jonathan Haggard
UX Design – Joanna Bresse
UX Design – Abi Kelly
iOS Development – Nora Trapp
Web Development – Ryan Warner, Nathan Curtis
I worked with Co-Founder/CEO Pete Shalek to define the main business needs for Joyable as a company in its current transition. Following that I had an all-team meeting where we discussed brand as it was, and where it should be for entering into a B2B role.
This is a critical step in defining a rebrand. It helps me understand where the company in general wants to move, and more importantly where they don't want to move. I also lead user testing calls with potential business partners to gather feedback on the brand and implement changes that would resonate more with benefits managers.
Keeping in mind the brand's consumer heritage which is loved by its clients, the enterprise brand is an elegant counterpoint. Showing eyes, the most expressive mechanism people have, it shows Joyable's understanding of emotion and mood.
I designed the new brand so that it could be reflected down to the product level, expressing the sentiment of understanding, and the scientific rigor of a warm hug.
I lead the team in a redesign of the product, unifying iOS, mobile web, and desktop. This created not only a better user experience, but a highly polished product that self-insured business would buy for their employees.