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Overview

Brand guideline

Liberty Labs

Liberty Labs is an AI solutions and consulting firm that offers comprehensive assistance to small and medium-sized enterprises (SMEs). Liberty Labs provides a spectrum of services, ranging from expert AI adoption consulting to the creation of tailored AI solutions designed to facilitate a company’s workflow.

Timeframe

Timeframe

Jan 2023 ~ present

Jan 2023 ~ present

Role

Role

Head of Design, Co-Founder

Head of Design, Co-Founder

Responsibilities

Responsibilities

As the Head of Design, I am responsible for overseeing all design-related work by leading the design team and ensuring the design of all products aligns with the company’s overall strategy.

As the Head of Design, I am responsible for overseeing all design-related work by leading the design team and ensuring the design of all products aligns with the company’s overall strategy.

My day-to-day tasks are:

My day-to-day tasks are:

• Lead and manage the design team, setting goals and expectations, and providing guidance and support.

• Lead and manage the design team, setting goals and expectations, and providing guidance and support.

• Collaborate with the product owner and Chief Technological Officer to ensure design aligns with overall product strategy.

• Collaborate with the product owner and Chief Technological Officer to ensure design aligns with overall product strategy.

• Create UI/UX design concepts and prototypes for new products and features.

• Create UI/UX design concepts and prototypes for new products and features.

Go to website ↗

Go to website ↗

Brand Guideline

I created a comprehensive brand package for our company, which includes a primary logo, design system, a website, and a range of ancillary materials. The resulting brand communicates our company’s dynamic synergy of fostering innovation, transformation, and credibility.

I created a comprehensive brand package for our company, which includes a primary logo, design system, a website, and a range of ancillary materials. The resulting brand communicates our company’s dynamic synergy of fostering innovation, transformation, and credibility.

Road map

Define company values, missions, goals

week 1~2

What are the company’s qualities, features, and goals?

What are the company’s qualities, features, and goals?

what features differentiate our business from the competition?

what features differentiate our business from the competition?

Who is the target audience? How can we meet customers’ needs and expectations?

Who is the target audience? How can we meet customers’ needs and expectations?

Conduct brand audit & research competition

week 3~4

SWOT analysis to inspect company’s strengths, weaknesses, opportunities, and threats

SWOT analysis to inspect company’s strengths, weaknesses, opportunities, and threats

Brand audit to check whether our brand strategies meet the criteria and standards necessary to face competition and sell products successfully

Brand audit to check whether our brand strategies meet the criteria and standards necessary to face competition and sell products successfully

Investigate research competition

Investigate research competition

Define corporate brand guidelines

week 5~6

Sketch out general visual identity: assets, size of font, number of colors, logotype, etc

Sketch out general visual identity: assets, size of font, number of colors, logotype, etc

How can we bring our company’s values and personality to life, and stay consistent with our messages across numerous distribution channels?

How can we bring our company’s values and personality to life, and stay consistent with our messages across numerous distribution channels?

Develop visual identity

week 7~8

Logotype, color scheme, typography, printing material

Logotype, color scheme, typography, printing material

Additional visual elements: graphics, illustrations, patterns, textures, icons, mascots, stationery design

Additional visual elements: graphics, illustrations, patterns, textures, icons, mascots, stationery design

Track brand performance and make edits

week 9~

Track brand’s overall performance and health

Track brand’s overall performance and health

What drags us down and what works best for our products and company?

What drags us down and what works best for our products and company?

Brand style guide

The Liberty Labs logo features a sleek and dynamic design. The logo is characterized by a symbol that creates the impression of a fluttering flag- with two mirrored sets of paired lines that combine to form the shape 'L'. The angular corners and straight edges convey our company's commitment to maintaining a sharp and attentive approach in all our endeavors.

Applications

Business cards, presentation template, digital posters, website, desktop screen

The startup experience: lessons learned

Being a founding member (and the only designer) at a fast-growing early stage startup has been a transformative experience. The roles are muddy, processes are vague, and everything is in a constant iteration mode. My favorite parts about being part of Liberty Labs is the wide spectrum of work and the autonomy/ownership I have as a designer.


Here are my key takeaways so far:

1. The importance of versatility 🤸

At a fast-growing startup, versatility is a valuable asset. The greater the range of skills you possess, the more adaptable you are to different situations. At Liberty Labs, I was versed in many areas outside the scope of product design, including sales, marketing, development, and more.

2. Dealing with Importer Syndrome 🤔

Every job has its own set of challenges. In the early stages of my role, I felt overwhelmed by the workload and struggled with my confidence as it was the first time I had to make every key decision on my own. Many times, I doubted my skills and was unsure if my actions were correct. I now recognize these feelings and understand that these challenges are not something to fear, but rather opportunities for significant growth. Working here always pushes me to come out of my comfort zone and develop resilience and problem-solving skills.

2. Communication is key! 🔑

Collaboration is paramount, especially in a small but interdependent team. At Liberty Labs, I work with a cross-functional team that consists of a couple of developers, a product manager, and a business analyst. I learned how crucial it is to be proactive about communicating with each team member. Updating each other is crucial. After all, everyone is striving to achieve the same goal!