Super

Art Director, Brand

Super is home to the best prices on everything - from discounted items to great hotel deals - and it’s the hub that enables rich cashback and credit building on all transactions. At the intersection of fintech and commerce, Super empowers users to spend less, save more and live super - making the most of life.

Rebrand activation

When I first started working here, Super was Snapcommerce. We were gearing up for a rebrand, combining the previously disjointed business verticals of fintech, travel and e-commerce.

Snapcommerce was rebranded to the name - Super several months before I joined, with SuperTravel, SuperShop and SuperCash as the verticals under the business. Our team did a visual design audit and decided to overhaul the entire branding.

After rounds of iterating the branding, illustrations, icons, mascot and others, we launched the new Super brand with a new domain super.com in October 2022.

Brand strategy through illustration

Through competitive research and thorough explorations, I helped defined our brand strategy - normal people leading Super lives, through our illustrations. We made sure that our human characters looked like humans, with realistic proportion and features. We also incorporated real photography into our illustrations, where human characters are larger than life, feeling Super as themselves.

Contextualizing this concept in every facet, we applied it in our color usage, iconography, drawing methods and built a foundation in our brand design approach. This helped inform our typography, photography, animations and brought together a cohesion that was lacking before.

I built out a comprehensive illustration and iconography brand guideline to educate others on who we are. This is especially helpful when working with new designers, vendors and people across the company. We continued to expand on our illustration library, which has proven to be especially useful in both marketing and product assets.

Mascot creation

I'm proud to have created our beloved mascot, Spottie. They were immediately adored and played a key role in our rebrand assets, as well as in our animations for SuperBowl. I also safeguarded misuses of Spottie and educated company-wide the importance of protecting Spottie with a usage guideline.

Product art direction

To ensure the longevity of our brand and product retention, we strongly advocated for alignment between product and brand. I fostered relationships between the design teams, and continue to encourage thinking holistically from the perspective of our customers, both in and out of our app. By extending my art direction into our product design, we influence by being laser-focused on storytelling.

I also helped contextualize and articulate concepts, and create tangible illustration, graphics or design suggestions based on each use cases.

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