The project began with a comprehensive discovery phase. This involved conducting stakeholder interviews to gain deep insights into Essentials' vision and goals. We complemented this with thorough competitor research, analysing trends and best practices in the AI content space. A critical component of our approach was a design audit of Essentials' existing brand. This allowed us to identify core elements worth preserving while pinpointing areas for evolution.

To ensure we always had the user in mind, we developed detailed personas representing Essentials' diverse audience of business leaders and tech enthusiasts. These personas guided our design decisions throughout the project. We then facilitated a visual direction workshop workshop with key stakeholders. This collaborative session was crucial in aligning our vision for the product with Essentials' goals, ensuring we struck the right balance between brand familiarity and visual progression.

With these insights in hand, we moved into the design phase. For the premium service, we focused on innovation. We conceptualised an interactive and immersive customisation experience, aiming to empower users in crafting their ideal newsletter. This approach went beyond simple topic selection, offering a more engaging and personalised user experience.