The goal of this project was to refresh the LeapFrog brand for a new target audience. This new brand direction was then translated to all digital assets, including a redesign of the main homepage.
Sr. Web Designer
Art Direction, UI & Visual Design
4 Months
We started off the process doing brand analysis against our competitors and reviewed insights from interviews of our target demographic—millennial moms. Through this research, we found that our target audience was drawn to more emotionally connected content with a casual and authentic tone.
Based on our key research insights, we began the rebrand exploration phase of the process. This included different photography styles, typography, layouts, visual elements and copy direction. We created mood boards for all concept directions. Through a collaborative process, we chose the direction with a modern, emotional and whimsical style that was on brand and resonated with the target audience.
After we decided on a visual direction, we created layouts and wireframes for the homepage. The goal was to create a homepage with intuitive navigation and a layout that could adapt to all platforms, which includes mobile, tablet and desktop.
Based on the new brand direction, I sketched out concept directions for the current lines of products as well as the various digital content buckets on the home page. I also created reference images for art directing at product photoshoots.
After many rounds of revisions, we created a fresh, modern and approachable brand that connected with our main target audience.
