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.

‍‍Empathetic Discovery Phase: Market research, Competitive analysis, Conduct interviews, Competitor reviews, User Research + Survey Metrics, User Stories, User Flows, Personas, and scenarios, Record and Analyze each session.

Define & Ideate: Feature Matrix, Brainstorm, communicate structure, information architecture and navigation design.

Prototype: Wireframes and rough prototypes. Find feasibility with engineers and the team. Rinse & Repeat.

Test & Repeat: Visual, interface and interaction design. Rinse & Repeat. Functional specs and production design.Test: Evaluate, Analytics, Rinse & Repeat.