As a Senior Designer at Imgur, I led a transformative rebranding project that redefined the company’s identity, aligning it with its core mission of discovery and exploration. Our goal was to create a seamless connection between Imgur’s brand and its product experience, while moving beyond the legacy of the giraffe logo that was a staple of the company’s history.
Date
Oct 5, 2017
My Role
Product Designer — Interaction Design, Visual Design, User Flows, Rapid Prototyping
Team
Alan CEO, Geoff Engineer, Sean PM, Kerri Designer
Tools
Webflow, Slack, Figma, Google Slides
As a Senior Designer at Imgur, I orchestrated the pivotal transition from the beloved giraffe logo to a more contemporary upvote symbol, marking a significant evolution in the company's brand identity. This rebranding was not just about changing an icon; it represented a strategic shift towards discovery and space, aligning perfectly with Imgur's vision for facilitating the exploration of memes, GIFs, and new experiences among friends. The decision to move away from the giraffe, a symbol deeply rooted in Imgur's origins since 2009, was challenging. It required months of planning, countless iterations, and persuasive discussions with Imgur's CEO, Alen, and the team to embrace this change. The giraffe, while endearing, often misled new users into perceiving Imgur as a children's app, affecting its App Store rankings and overall brand perception.
The comprehensive redesign I led encompassed not only the logo but also the mobile and web applications, significantly enhancing user engagement by 44% and reducing bounce rates by 15%. Through intuitive iconography and extensive user research, we crafted an interface that vastly improved navigation and interaction, ensuring a seamless and enjoyable user experience. Collaborating closely with developers, product managers, and stakeholders, we ensured the successful implementation of these changes, adhering to tight timelines without compromising on quality.
The result of our efforts was astonishing: a 26% increase in ad revenue and a 33% rise in signups, proving the effectiveness of our strategic rebranding. This project was not just a testament to our team's creativity and dedication but also a personal milestone, earning me a unique place in the Imgur community. Reflecting on the journey from sketch to launch, this experience stands out as one of the most challenging yet rewarding projects of my career, highlighting the profound impact of thoughtful design on brand evolution and user engagement.
The rebrand resulted in a 26% increase in ad revenue and a 33% rise in signups, reflecting the success of our new direction. This project cemented Imgur’s role as a platform for discovery, memes, and content sharing, all while maintaining its community-driven nature. It also stands out as one of the most rewarding and challenging projects in my career, showcasing the tangible impact of strategic design decisions on both business outcomes and user engagement.