Poshmark

BRANDING IDENTITY

Rebranding a current application to improve its performance with existing clients.

BACKGROUND

Poshmark is an e-commerce, fashion-focused application that enables users to buy and sell products. I want to modernize and create an elegance in the brand that emphasizes its innovation and efficiency.

ROLE

Graphic Designer

_Research

_Ideation

_Visual Design

_Printing

TOOLS

Adobe Illustrator

Adobe InDesign

Adobe XD

DURATION

7 weeks

TYPE USED

Branding and Identity

THE PROBLEM

Re-brand an existing social media application and create a brand guideline book. Although Poshmark has been performing well, brands such as Depop, The Real Real, and ThredUp are all competitors that articulate their identities more successfully. The application and brand as a whole is now out-dated and is in need of a facelift.

THE SOLUTION

Explicitly articulate the brand's identity in a brand guideline that showcases the vision and mission by flaunting its current strong equities, and getting rid of its weaknesses. Modernize and create a more recognizable visual identity—one that connects to its target audience. 

RESEARCH: THE EXISTING BRAND

WHY CHOOSE POSHMARK?

Poshmark's current UI/UX feels very outdated and doesn't follow heuristichs that its main audience would like to hear. To target the aging design of the application and improve its usability functions 

In my opinion, Poshmark's current brand and logo do not reflect the quality of goods that can be found online. It doesn't feel premium/luxurious—it uses a color scheme and not self-explanatory settings.

Poshmark gives me an opportunity to figure out how to modernize the current brand, give it a visual tone, as well as create a (re)brand of something with the freedom of interpreting what I think could make Poshmark rise above its current competitors.

DESIGN & DEVELOPMENT

PROCESS

PROCESS INSIGHTS

I learned that it was vital to have a clear idea of the final brand aesthetic I was creating. Through my mood board, I was able to derive the inspiration for the final logo and see how these design processes connected to each other. In addition, throughout this course I trained myself to constantly re-evaluate my progress with respect to my project goals. 

REFLECTION

This project heavily relied on group critiques and class presentations of our products. I didn't realize how important feedback and improvement really was until this branding class. A lot of the development of my brand during this process was due to the open conversations we had in class, as well as sharing differing positions to design decisions that were made. 

KEY TAKEAWAY

Critiques are crucial to produce the best possible final design product.

Didn't your mother tell you that networking is good for you?

Ask me about my plants🌿, or anything design related at juliafernandez.design@gmail.com.

 

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© JULIA FERNANDEZ 2020