Encouraging Play and Playfulness in Women
Jubi, formally Practice Playfulness, is a startup that helps women boost their well-being through play and approach life with a playful mindset. The founders sought to update their brand to better appeal to their audience and create a product that helps people easily integrate more play into their lives. 

My Roles
Brand Strategy
User Research
Brand Identity Design
Messaging

Awards
American Advertising Awards 2024 Student Gold Brand Identity, Student Judge's Choice

The Challenge
The main challenge of this project was branding an early-stage startup that needed both a brand and product built from the ground up. I collaborated closely with the product team to develop the brand and product simultaneously while working with stakeholders to establish the audience and brand foundation.   
The Strategy + Research
Our brand strategy focused on redefining play as an act of self-care for middle-aged women. Through questionnaires, discussions, and workshops with stakeholders, along with user research, we uncovered a key insight: while our audience doesn't view play as essential, they do prioritize self-care. By positioning play as a form of self-care, we aim to help them connect with the brand and see play as a priority in their lives. 
The Brand Identity
I began the identity-building process by auditing the existing brand name and logo. Given the company's newness, there was no established brand equity, and user research indicated that the original name and logo might be mistaken for a children's brand. This led us to overhaul the brand identity to better align with the brand strategy. Collaborating closely with stakeholders, we brainstormed names that conveyed a playful essence. Once the new name was selected, I focused on developing and iterating various logo options to align with the refreshed identity.
The name Jubi comes from the word "jubilant", which means feeling or expressing great joy. This speaks to the benefit of play bringing more joy into life and feels more whimsical and less clinical than Practice Playfulness.
Bringing Brand and Product Together
After establishing the brand identity, I collaborated with the product team to seamlessly integrate the visual and verbal elements into the product experience. Leveraging my close work with stakeholders, I also guided the creation of an experience that aligns with the brand's essence and meets stakeholder expectations.
The Outcome
The rebrand provided a strategic foundation for the brand's growth, along with a refreshed identity that aligns with its mission, resonates with the audience, and elevates the product experience.
The Team
Kate Chambers - Brand Design Lead, Brand Strategist
Antonia Cisternas - Product Design Lead, Brand Strategist
Stefanie Papasoglu - UI Designer
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