Telefonica 2011-2016

Tuenti

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Tuenti Móvil

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Tuenti ~ Tuenti Móvil ~

Tuenti Rebrand

Senior Visual Designer & Senior Product Designer

A brand renewal was required for Saffron—after running several interviews with us for a few months on brand definition and design—they came up with a direction for a new identity.
The product design team's task was to apply a new universe to the existing apps and platforms.
In order to move fast with engineering, I proposed a new way of working between engineering and design based on a document shared by both teams.

Design Process

1. Interviews with Saffron brand consultants

2. Scope meetings with product and engineering leadership

3. New framework proposal to release in multiple platforms (Design System)

4. Ui design aligned with product roadmaps

5. Presentations to stakeholders

6. Implementation support for all engineering teams

7. Product Marketing asset delivery

8. Product and campaign release

Team

12 Designers

60 Developers

8 Product Managers

1 Brand agency

Multi-platform adaptation

While applying a rebrand universe to the apps and web-apps, we had big discussions on how to align the Tuenti brand with other design guidelines such as material design.

They were difficult times, when the files and assets used by the different native platforms could not be shared.

Toolkit ≠ Design System

I was one of the oldest designers in the company so I took the lead on the process by creating connections with development and product teams. We would share a document to maintain consistency for future iterations.

Typography had a lot of legacy problems—between designers and developers.

One of my biggest achievements was striving for internal cooperation in order to achieve the same goal. To date the company still runs this workflow to iterate apps.