Bridging the Communication Gap Between Features and Brand Identity

Bridging the Communication Gap Between Features and Brand Identity

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.

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

Tools

Webflow, Slack, Figma, Google Slides

Problem

Problem

Problem

Problem

The giraffe logo, although beloved by long-time users, misled new users into thinking of Imgur as a children’s app. This perception affected the app’s rankings and brand positioning, and it no longer reflected Imgur’s evolving vision. Our challenge was to find a solution that embraced the company’s ethos of fun, community, and exploration while driving user engagement and aligning with future growth.

Solution

Solution

Solution

Solution

The rebranding focused on crafting a logo that embodied Imgur’s forward-looking vision. After months of iterations, the upvote symbol emerged as a perfect representation of discovery, space, and the power of community-driven content. The upvote icon became the focal point of a larger rebranding effort that included new visual identities for both mobile and web platforms.

We streamlined the user experience by integrating intuitive iconography, increasing clarity, and enhancing engagement. Our efforts also aimed at retaining Imgur’s sense of playfulness while establishing a more mature, widely appealing identity.

Market Analysis

Market Analysis

Market Analysis

Through extensive user research and testing, we discovered that Imgur’s navigation and visual identity were key areas needing refinement. Users wanted an interface that was easy to use, encouraged discovery, and reflected the joy of shared experiences. By addressing these needs, we saw a measurable improvement in user satisfaction, including a 44% increase in engagement and a 15% reduction in bounce rates.

Result

Result

Result

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.