MY ROLE
CREATIVE DIRECTOR
DESIGNER

Laying out Yohana's building blocks

Yohana is a personal assistant service that helps busy families find more balance in their daily lives. As Creative Director, I helped to update the Yohana brand identity to align with its mission and target audience while laying the groundwork for its future evolution. Our rollout included a fresh color palette and set of illustrations, a bilingual type system, and motion identity complete with updated brand guidelines.
This initiative guided Yohana toward visual consistency across all channels, ultimately enhancing brand recognition. Simultaneously, it streamlined the creation of new assets by introducing templates, shared libraries, and a motion toolkit. As the final step in our brand makeover, we remodeled the Yohana offices to welcome back employees.
THE TEAM
ART DIRECTOR—MADI BARBIER    HEAD OF CREATIVE—AARON BROWN    PRODUCTION & MOTION DESIGNER—VLAD DIEDOV     MOTION DESIGN—STORY STUDIO    COPY—ERIN LANCIONE    PROJECT MANAGER—DANIELLE MAU    PRODUCER—EMILY BABICH
CLIENT
YOHANA   /   Palo Alto, US

The goal at the heart of this project was to realign the brand's expression to resonate with its evolving personality and target audience. A key aspect involved updating the color palette of the brand, and establishing strict usage rules to ensure accessibility.

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MARKETING EMAILS
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APP STORE LISTING
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TARGETED LANDING PAGES

In collaboration with the Growth team, we crafted campaigns tailored to each acquisition funnel's stage and developed correlated landing pages, segmenting content for prospects' positions within the funnel.

For instance, the landing page above relied on organic content and social proof, tailored to TikTok users already familiar with Yohana. In contrast, the one below aimed to educate top-of-funnel prospects about the service's intricacies. Over time, we fine-tuned these landing pages through A/B testing and built them so that content can be easily modified based on performance data.

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MOTION IDENTITY

At the inception of this project, the brand lacked a motion identity. We laid down principles and behaviors that formed the bedrock of a comprehensive motion toolkit, complete with templates and guidelines that opened up new dimensions of virtual engagements. The timing, pacing, and rhythm of our animated assets mirror the brand's promise: to ease members' mental load and bring balance to their daily lives.

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PAID SOCIAL ADS