Smart Connect Visual Branding
Smart Connect brings your phone, PC, and tablet together like never before. Seamlessly pair your devices and take control of your digital life. Whether you're sharing files, extending your screen, or streaming content, Smart Connect simplifies the way you interact with your devices.
Smart Connect brings your phone, PC, and tablet together like never before. Seamlessly pair your devices and take control of your digital life. Whether you're sharing files, extending your screen, or streaming content, Smart Connect simplifies the way you interact with your devices.
Our collaborative work focused on developing a cohesive brand identity that highlights Smart Connect’s ability to seamlessly pair devices, enhancing control over your digital life. Whether sharing files, extending screens, or streaming content, the branding reflects the simplicity and innovation of Smart Connect, making device interaction more intuitive and efficient.
Creative Director: Ryan Kimball, Moto | Design Lead:Jess Law, Lenovo
Smart Connect Iconography
Partnered with Moto Design to seamlessly integrate two distinct design systems' iconography libraries, creating a unified user experience that aligned with both companies’ brand visions. This project involved harmonizing visual and functional elements to ensure consistency and coherence across platforms, enhancing user engagement while maintaining the unique identity of each brand. Through strategic alignment and innovative design solutions, we successfully delivered a cohesive experience that supports and amplifies the core values of both organizations.
Partnered with Moto Design to seamlessly integrate two distinct design systems' iconography libraries, creating a unified user experience that aligned with both companies’ brand visions. This project involved harmonizing visual and functional elements to ensure consistency and coherence across platforms, enhancing user engagement while maintaining the unique identity of each brand. Through strategic alignment and innovative design solutions, we successfully delivered a cohesive experience that supports and amplifies the core values of both organizations.
Creative Director: Ryan Kimball, Moto | UX Design Lead: Brian Kennedy, Moto | Design Lead:Jess Law, Lenovo
Updated Branding Strategy and Logo Style Update
What a refresh! We revisited the logic behind the branding strategy and logo style of Lenovo as a world-facing name. Our products felt heavy and cluttered with over-branding between parent and sub-branding systems that cluttered our user's first touchpoints.
Our goal: create a modern, cohesive identity that resonated with our target audience and stood out in the competitive market.
We conducted extensive market research to understand consumer preferences and industry trends across several regions. This informed our strategy to emphasize key brand values, e.g., innovation, sustainability, or reliability. Our approach focused on aligning the brand’s messaging with its core mission, ensuring consistency across all platforms.
The updated logo blends what our users have come to expect, while simplifying the design to one global brand, Lenovo. We opted to streamline branding to enhance recognition. Moving the sub-brand naming to the user-facing surface allowed for each sub brand to still be known while aligning a global vision of a Lenovo-first branding strategy.
The revitalized branding have successfully reinvigorated Product Name’s market presence, with a goal of increased customer engagement and brand loyalty.
VP of Design: Brian Leonard | Director, Strategic Industrial Design: Ali Elliot | Lead Design Strategist: Katie Grey Altman | Jess Law, Brand Design Lead | Director, Marketing Research, Insights: Emily Hoppes
Modernizing Brand Design Language: Iconography and Type
When your grand-boss tells you in a review that you turn every problem into a strategy, you know you've done something big.
This journey started with a small type study and quickly launched into something greater: to opportunity to update the product design language of our product brand's iconography and typography for the first time in 10+ years. This project aimed to modernize the brand, aligning it with contemporary aesthetics and future-forward design principles.
The goal: create a cohesive and versatile design pillars that seamlessly integrate across both hardware and software touch points. By refining our visual elements, we sought to enhance user experience and strengthen brand recognition while improving accessibility and approachability for our users.
Iconography
I developed a sleek, minimalist icon set that reflects modern design trends while maintaining the brand's core identity. Each icon was meticulously crafted, and re-crafted at scale to ensure clarity and functionality across various platforms.
Typography
A new typeface was created by Moto that breathed life into their software experience, balancing elegance with readability. Why not leverage that for hardware? This updated typography not only complements the new iconography but also enhances communication across all brand materials and highlights our dedication to creating a seamless experience for our users as well as collaboration in innovation with our sister company, Moto.
The updated design language has revitalized our brand, ensuring consistency and a unified look across all products. This modernization positions us at the forefront of innovation, ready to engage with the next generation of users.
Design Lead: Jess Law, Lenovo | Font Artisan: Ryan Kimball, Moto