The Basics:

Role:

As the brand team lead, I ensured the project stayed on track by setting clear deadlines and guiding the team through the design process. I initiated the project by creating Figma frames for collecting inspiration, including photos, screenshots, logo ideas, and typography. My focus was on refining the cursor concept, iterating on angles, 3D effects, and gradients until we achieved the perfect final logo.

Problem and Opportunity:

Create Remote began as an inclusive Slack channel for creatives to connect remotely when everything moved online in 2020. With over 500 users, Create Remote needed a brand that could scale and effectively represent its expanding community.

Key Stakeholders and their Priorities:

Founders: Develop a brand that accurately reflects the values of CreateRemote.

Brand Team: Design an accessible brand that aligns with current trends and engages the community.

Brand Team Credits: Hyam Fayed, Tiffany Bishop, Felipe Molina, Tyler Clark, Joseph Alessio

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The Discovery:

Who are the users/audience:

Designing for a community of UX/UI designers presented the unique challenge of creating a brand that would resonate with and impress fellow creatives.

Research and Competitor Analysis:

We researched top design trends and examined leading sites such as Stripe’s gradient-heavy rebranding and Webflow’s No Code Conference page. We admired the boldness of Webflow’s visuals and the vibrant color schemes of Stripe. Our goal was to combine these elements with softer gradients to create a distinctive and engaging brand identity for Create Remote.

The Process:

Strategize:

I outlined the project steps in Linear, setting deadlines and organizing tasks. I created a "brandstorm" page in Figma, which included frames for Brand Ideas, Existing Assets, Moodboards, Colors, Logo Ideas, and Typography. This setup facilitated a structured brainstorming process and collaborative ideation.

Visualize:

We decided on a cursor as a central brand element, reflecting the remote work environment where designers often see each other’s cursors in Figma files. Starting with a simple cursor design, I incorporated gradients and 3D effects based on team feedback. After multiple iterations, we finalized a design with thick borders to enhance visibility and impact.

Critique:

With the logo established, we focused on social media assets. I experimented with different profile picture options, including solid and gradient backgrounds, and adjusted gradients for better contrast against white strokes. To address alt text concerns on Twitter, I designed a pattern of cursors representing a collaborative Figma file. This concept was well-received and implemented swiftly.

Iterate:

While I developed profile graphics, the team experimented with button styles and other social media elements. We created a style guide in Figma to ensure consistency and provide the entire design team with access to a mini-design system and asset libraries.

The Outcome:

Final Decisions and Tradeoffs:

Working remotely with the team was an enriching experience, highlighting the importance of asynchronous collaboration and attention to detail. We ensured the logo’s visibility across different sizes, addressing issues like the white stroke and gradient in smaller formats. The project reinforced the value of a well-documented design system and set a high standard for future branding efforts.

Key Metrics:

• Cursor Design Iterations: Multiple versions tested and refined to achieve the final logo.
• Style Guide Creation: Developed a comprehensive guide for consistent brand application.
• Social Media Assets: Designed engaging profile graphics and headers that enhanced brand cohesion and visibility.

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