The Juice Brand & Product

The Juice wanted to create a news educational product for high schools with a design-forward brand that spoke to Gen Z and educators at the same time. Through a multi-phase process, I developed a brand that was smart, relatable, and trustworthy, and could be translated across mediums. Then, I designed the user interface for the product itself, given the new brand. Here's how.

STEP 1: RESEARCHING THE MARKET
The first task was to get an understanding of what brands the end consumer, the student, was used to getting her news from: mostly social feeds. I also took a look at the edtech market to understand what teachers were familiar with seeing: lots of outdated designs and boring brands.

STEP 2: EXPLORING OPTIONS
Using these research insights, I created 3 directions in which we could take the brand. We settled on a cross between 1 and 2, pairing the concepts of note "highlighting" with the playfulness of social media.

STEP 3: FLESHING OUT THE BRAND
I then iterated on the direction we chose, producing a fully-fledged brand bridging the gap between digital-first entertainment media and traditional news.

This translated into bold color pairings, unique fonts, and alternative messaging.

UI & PRODUCT DESIGN
Using the new brand elements, I designed a newsletter MVP product to send to educators and students & style guidelines for The Juice team.

I applied my brand system to UI screens with standard flows as a template for subsequent designers. This allowed us to execute a seamless hand-off to The Juice's internal designers, who went on to produce final wireframes for the app product.

Result

A revolutionary edtech product & brand that has the power to shape young Americans' understanding of media and current events. The Juice stands out in the education landscape as vibrant, fresh, and legitimately interesting.