UserTesting
Brand Refresh
My Role
Creative Direction & Lead
Branding
UX/UI Design
Design System
Illustration
Info
UserTesting is an on-demand human insight platform that quickly gives companies a first-person understanding of how their target audience behaves throughout any experience and why.
During my four years with the company, we’ve gone through multiple brand evolution. Most recently, after acquiring Teston (an Edinburgh-based company), a brand refresh was needed to bring cohesion between the two brands. I led the brand team in audit, ideation, exploration, and execution. Within two months, we conducted research, synthesized findings, developed concepts, and evolved our brand expression, which we then extended across every touchpoint. This was all done in tandem with our daily tasks and other marketing initiatives.
Credits
Lead Designer: Amy Li
Senior Designer: Manjia Zhao
Visual Designer: Yunji Jun
Illustrator: Nicholas Slater
Illustration motion created by Senior Designer: Manjia Zhao
Creating a Design Kit
I created and documented our very first design kit, a standard to serve as a single source of truth for consistent, efficient, and scalable design. Using the design kit and brand language we’ve developed, which we then extended across every touchpoint external and internally: website, demand gen ads, landing pages, social, industry reports, ebooks, and etc.
