2016 - 2024
App & Brand Identity Evolution
Since 2016, I’ve been involved in shaping the SWAG app and its brand identity. Each design was created in response to the product strategy, user needs, and challenges of its time, while exploring and testing different ways to drive product growth and strengthen the brand.
Design Timeline
2016 - SWAG
Product positioning: Everyone is a creator — everyday moments have creative value.
Design concept: A hand-drawn wordmark to show a bold, street-style attitude.
Note: The app’s first launch set the tone for the brand’s style and identity. The logo is still being used today and is widely recognized.
2018 - SWAG Coin
Product positioning: A virtual currency issued by the company, independent from the original SWAG app.
Design concept: Created a fresh look with a more tech-focused style, different from the original SWAG branding.
2019 - SCHAT
Product positioning: A separate messaging app for SWAG users. Because the main SWAG app couldn’t be relaunched on the store, this app was made to handle notifications and improve user retention — similar to how Facebook launched Messenger.
Design concept: Combined the brand color of SWAG and the geometric shapes from SWAG Coin, forming a chat bubble shape to clearly represent its function.
2020 - Swagr
Product positioning: Due to app store restrictions, we launched a creator-only app for uploading content, while viewers accessed and interacted through the web version.
Logo design by: Maimai
Design concept: Clean and modern, tailored for creators, while keeping the dark-themed style of the original SWAG app.
2021 - Soft
Product positioning: A new version of the creator app, redesigned in response to a brand strategy adjustment to ensure app store approval. The UI shifted from a dark theme to a white theme, along with an updated logo.
Logo design by: Yous
Design concept: A visual evolution of the Swagr logo, featuring smoother curves and a softer look to reflect the meaning behind the name “Soft.”
2022 - Moor Talk
Product positioning: A tool app for creators, similar to YouTube Studio, used to manage content. Needed a fresh look, completely different from the SWAG brand identity.
Design concept: I hid an “S” shape inside the logo, as a subtle nod to the original brand while creating a new and modern identity.
