Essentials
Project Overview
A refined visual identity and concept work that shaped Essentials’ next chapter in personalised news.
Project Overview
Essentials was ready to take the next step in its evolution. Their AI-powered platform had already made it easier for users to discover content that aligned with their interests and values. Now, they wanted to sharpen their brand, explore new ways for users to customise their experience, and introduce a premium service that put control directly into the hands of their audience. I contributed to evolving the visual identity and leading the concept design for a new premium experience, including running stakeholder workshops, developing user personas, exploring visual directions, and designing three fully prototyped concepts ready for board review.
Project Approach
We kicked things off with a focused discovery phase. I ran stakeholder interviews to unpack the company’s vision and goals, supported by competitor research to better understand the fast-moving AI content space. A design audit of their existing brand helped us identify which elements to preserve, and where we had space to evolve.
To align early, we hosted a collaborative visual direction workshop with the Essentials team. This session played a key role in shaping the future look and feel of the product—striking a balance between brand recognition and fresh, forward-thinking design.
With a clear direction in place, we moved into concept development. For the premium service, our focus was on creating a more interactive and personalised experience. Rather than simple topic selection, we explored ways users could actively shape their newsletter, building something that felt flexible, engaging, and tailored to individual preferences.
Project Outcome
Balancing brand consistency across three unique concepts while differentiating from competitors sparked plenty of internal debate. But through iteration and tight collaboration, we landed on three strong directions.
We wrapped the project by delivering fully prototyped concepts, each exploring a distinct vision for the brand, newsletter design, and premium user experience. All three received strong feedback and were presented to the board for final direction.
Next work
