UX/UI Design • Art Direction • Branding
Problem: iFixit needed a way to bring awareness to the benefits of repair, and at the same time, elevate brand perception.
Solution: Launch a campaign with a fresh take on promotional merchandise and messaging tailored to the intended audience.
Tools Used: Figma, Illustrator, Photoshop
Background
I joined iFixit in 2015. It was an exciting time because we eventually found ourselves in the middle of a brand refresh, and decided to run a campaign to facilitate a conversation with our audience better. We needed to make our messaging more empowering and conversational, so we took this as an excellent opportunity to do so. Also, the existing designs for our gear were getting dusty.
"Fix the World" was an idea I had when I was trying to come up with the shortest phrase possible that encapsulated everything about iFixit. As the lead designer of the effort - I envisioned the branding to be led by a badge-like logo that was strong and scalable, aesthetically inspired by the works of Shepard Fairey.
The world needs fixing. Let's fix it, together.
The driving principles of our organization revolved around repair as a means to sustainability. Repair helps prevent a lot of salvageable products from ending up at a landfill, further polluting the Earth.
iFixit's mission is to teach the world how to fix everything. I made sure to keep this ideology prominent throughout the entire design process.
Copywriting isn't my forte, but I coined the tagline "The world needs fixing. Let's fix it, together" and felt it would spark the emotional connection we wanted to achieve. The stars aligned and we ran with it.
Layers of delight
I had a blast with this project. Every interaction point had to be considered, from when the user stumbles upon the landing page to when he or she opens their package.
The best part of the refinement phase is all of the sweet ideas that come up when collaborating on creative ways to polish the experience. This time around, motion design immediately came to mind as a way to delight the user and stimulate their interest.
We decided to give the first scroll of the landing page a "layered" effect which would have visual elements feel like cards.
Conclusion
There were a few obstacles we encountered during this project. Internal debates about specific decisions created friction and slowed the project down. The great thing was, we identified ways to improve our workflow and made sure to not underestimate the power of alignment early on, as well as constant communication.
In all, Fix the World was very successful and provided a great learning experience for everyone involved.
Head on over to Fix the World to see it live.