Redesign of Case Study Click Here!
Familiar aug 23 - dec 23
Familiar, which was co-founded by Alice Zhou and Diego Asua in July of 2023, is a startup that provides an app for young adults to deal with their mental health. More specifically, their product is an AI-chatbot app that can be personalized and accessed at any time and any place. A cute character represents the chatbot, making the overall service much more approachable. In terms of what the app does from a technical standpoint, the chatbot grows with the user through interactions and keeps journal entries of previous conversations to track the user's emotional growth. This personalization and journaling feature, along with an integration of gamification, makes Familiar engaging for customers and encourages them to interact more with the app.
Purpose of the role
As a Social Media Marketing Design Intern, my goal was to bring the attention of potential users to the company through Instagram. However, since Familiar is a new company, there is no money to invest in, so I had to depend on natural means of advertising.
“I must increase brand awareness and bring in as many users and customers as possible. The more people know about Familiar on Instagram, the more app downloads Familiar will see.”
round 1 of posts
The first round of posts followed the visual branding of the company, it’s website, and it’s product: the app. This meant light-colored, minimalistic designs that incorporated 3D illustrations and icons.
Recognizing the problem
Since the company has no choice but to depend on natural viewership and followership, the posts must be attractive and meeting industry standards to gain any traction. As a result, the visual branding of the company’s social media had to change.
“Familiar’s clean, simplistic, and 3D brand is not enough to capture the attention of the target users on Instagram. Familiar’s competitors incorporate detailed and fun 2D illustrations with vibrant colors.
round 2 of posts
After redesigning the visual branding, we decided to brighten the gradients, incorporate more colors, and create more detailed 2D illustrations. Especially for the holiday-related posts, I illustrated some of the main elements in Adobe Illustrator before moving all of the assets into Canva and finalizing the designs.
