Design System, Identity Design, Motion Design, User Research ◌ 2021, 2022–2023

theSkimm Brand Evolution

In 2020, theSkimm underwent a rebrand with the help of design agency Pentagram. Over time, it was clear the new brand book didn’t quite meet the needs of the brand and exposed some obvious limitations and problem areas. This sizzle video I created (and the following slide) shows the work the design team did to clean up the visual brand in Summer 2021.

Starting in Fall 2022, a little over a year after that visual brand refresh, I led a sprint-style full brand refresh with company-wide participation. The remaining slides summarize this work.

This is meant to be a high-level overview and does not encompass the entirety of the process work.