Creating a Vibrant Brand Identity and Designing a Streaming Platform for Livetree.

Background
who are our potential users?
Livetree, as a platform targeting millennials who are connected and tech-savvy, required a vibrant brand identity that could resonate with its potential users and investors.

As the Sole Product Designer at Livetree, I embarked on a captivating journey to create an accurate brand identity and user-centric platform. My first step was to understand our users.

Background
Creating a vibrant brand identity and design a streaming platform for Livetree.
Introduction
enabling User-Centric content discovery

As a blockchain-based platform, Livetree aims to seamlessly introduce users to the world of blockchain technology while leveraging its privacy, payment capabilities, transparency, and democratization features.

Their own token, "SED," is a key to unlock the full potential of Livetree, enabling users to participate in various platform features, from purchasing films to accessing exclusive industry invitations. The SED token forms a mini-economy within Livetree.

As the Lead Product Designer, I took on the exciting and challenging role of working with Livetree to create an authentic brand identity and design a user-centric platform. To achieve this, understanding our users was paramount.
Discovery
creating a brand from scratch
Livetree, born through crowdfunding, necessitated the creation of an entire brand from scratch. Understanding our users was a critical first step.

We identified them as young, tech-savvy, and connected individuals.

The initial challenge was to create a vibrant brand, develop a logo, set the tone of voice, and establish brand guidelines.
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Speed was essential, as the discovery phase allowed us to understand both the competitive landscape and the platform's future requirements.
User personas
who are our potential users?
Creating a brand from scratch is a challenging endeavor.
At the outset, it was essential to understand who our potential users were.

Through user personas and market research, we gained insights into the preferences and expectations of millennials, helping us tailor our brand accordingly.
Creating a brand from scratch
let's ask them!
To ensure our brand's appeal to the target audience, we conducted user testing.

This involved presenting our branding elements, colors, and visual identity to potential users.
The feedback we received was incredibly promising, reinforcing our branding choices.
selecting vibrant colors
One of the bold choices we made was to select a vibrant orange as the primary color for Livetree.

This color not only stands out but also resonated with users. Additionally, the use of white and deep orange complemented the main color and provided a sense of vibrancy and modernity.
prioritizing accessibility
One of the bold choices we made was to select a vibrant orange as the primary color for Livetree.

This color not only stands out but also resonated with users. Additionally, the use of white and deep orange complemented the main color and provided a sense of vibrancy and modernity.
Creative direction
collaboration with Illo
I collaborated closely with Illo.tv for creative direction. They helped create an illustrated video based on our new brand identity, aligning with our brand guidelines.

Additionally, they designed characters that would serve as avatars on the platform.

avatars when our users would create a new account

Rooms cards that could be customized by our users

Designing the platform
envisioning an interactive streaming platform

My task was to design a platform where users could dive into rooms, meet like-minded individuals, and watch, share, and connect.

The community's activities powered the platform, emphasizing watching, sharing, and connecting as primary interactions.

Key user expectations for the platform included no scrolling, tailored content, community participation, investment opportunities, earnings, blockchain integration, and fostering a sense of community.

Leveraging Livetree's architectural vision, I began working on wireframes.

wireframes

Style guide
consistency through a design system

After establishing the branding and defining the platform's architecture, I focused on creating a UI style guide to maintain design consistency.

Working with teams in Poland and Ukraine, I developed a design system to minimize the creation of new components.

Scalable modules ensured consistency across components, helping developers work seamlessly on a tight deadline.

Result
bringing wireframes to life
With the style guide and components in place, I transitioned to designing high-fidelity user interfaces, beginning with the homepage.

Collaboration with the development team was crucial.

I shared the style guide and specifications, while high-fidelity designs were accessible through Zeplin.

Asset sharing was facilitated via Google Drive.

Despite a demanding deadline, I aimed to deliver a vibrant platform that united people with shared passions.
Conclusion
This journey allowed Livetree to rebrand itself as a dynamic platform, connecting users with the content that resonates with them.

The platform's blockchain integration enabled users to engage more deeply and immerse themselves in an exceptional entertainment experience.
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