gen.video
Rebranding & Digital Platform
Role: Sole Lead Designer
Core Domain: B2B/B2C Brand Transformation, Content Creator Network, Dual-Audience Web Platform
User Journey Scope: Multi-Audience Strategy (Brands & Marketers → Authentic Product Reviews & Partnership | Creators & Influencers → Community Onboarding & Engagement)
Executive Summary
To evolve beyond its legacy identity as Expo.tv and pivot toward a modern, creator-led media network, the company initiated a complete brand transformation into gen.video. The strategic objective was twofold: attract premium consumer brands looking for authentic influencer partnerships, while streamlining the creator network to focus on their most engaged, high-quality content aggregators.
As the sole hands-on designer across Strategy, UX, and Creative Direction, I executed the end-to-end rebranding program. I created the original brand identity system—including logo design, icon architecture, color palette, and typography—and built dual-audience web experiences designed to educate both brand marketers and content creators. I authored the complete brand guidelines in InDesign and built modular UI component libraries and developer redlines in Photoshop to drive engineering execution.
Technical & Professional Scope
| Categorization | Details & Competencies |
|---|---|
| Role & Focus | Sole Lead Designer (100% Hands-On Strategy, Logo & Visual Identity, UX Architecture, UI Design, Brand System) |
| Domain Scope | B2B & B2C Brand Transformation, Influencer/Creator Economy, Dual-Audience Web Ecosystem |
| Cross-Functional Stakeholders | Executive Leadership, Brand Partnership Leads, Creator Community Managers, Frontend Developers |
| UX/UI & Production Workflow | Adobe Photoshop (Digital Layouts & Modular UI Component Libraries), Adobe InDesign (Brand Guidelines & Style Books), Developer Redlines & Specs |
| Target Audience | Brands & Marketers (Seeking authentic video product reviews) & Content Creators/Aggregators (Seeking brand deals and community) |
| Lifecycle Stages | Awareness (Brand Positioning & Visual Identity) → Education (Dual Web Journeys) → Conversion (Brand Partnership Inquiries & Creator Community Onboarding) |
Key Initiatives & Strategic Impact
A. Visual Identity & Brand System Creation
- Icon & Logo Architecture: Designed the primary gen.video logo and conversation-inspired icon. The icon visually encapsulates ongoing dialogue—representing the broader marketplace conversation made up of individual creator engagements with brands.
- Warm & Approachable Brand Personality: Selected a friendly, warm color palette and approachable typography to establish an inviting tone for creators while maintaining professional credibility for enterprise brand clients.
- InDesign Brand Guidelines: Authored comprehensive brand guidelines detailing logo usage, clear space, color systems, typography hierarchies, and multi-channel visual application rules.
B. Dual-Audience Web Experience (gen.video)
- Targeted User Journeys: Architected distinct digital site paths tailored specifically for two primary audiences:
- Brand & Marketer Journey: Educated potential clients on the value of honest product reviews and authentic communication strategies to drive sales.
- Creator & Community Journey: Guided high-engagement video content aggregators through the benefits of joining the gen.video network.
- Photoshop Component Library & Redline Delivery: Built structured UI component libraries and responsive web comps in Photoshop, delivering detailed developer redlines and requirement specifications to ensure design fidelity during frontend buildout.
Workflows & Governance
- 100% Solo Hands-On Design Execution: Personally designed all visual assets, logo mark iterations, web UI layouts, and brand specification books without external design agency support.
- Developer Hand-off & Production Specs: Prepared comprehensive redline documentation, pixel-precise asset specs, and layout rules in Photoshop to streamline engineering implementation.
- Strategic Rebranding Alignment: Successfully shifted market perception from Expo.tv to gen.video, establishing the network as a premier hub for authentic brand-creator video partnerships.
