Business Insider Rebrand
About the brand
In late 2023, Business Insider announced their plans to shift their strategy and creative to account for the changing media space and to establish themselves further. The first real shift was rebranding back to the name: Business Insider. In addition to the name change, our external agency provided the beginning of a new brand guide. This then led to a coordination and full redesign across all design teams.
Where I came in
My work involved extending the new BI brand to email, landing pages, promotions, ads, and everything in between, across desktop and mobile devices. I introduced new graphics, established new style guidelines with new components and design principles, and updated our design strategy to become more intentional to reinforce the brand at every stage of the user lifecycle. In doing so, I was able to strengthen our visual presence as a recognizable media brand and further optimized our creative to reflect the bold, confident, and innovative rebrand of Business Insider.
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Subscription landing page
Automated lifecycle emails
App rebrand
Tools I used
Figma, Adobe Photoshop, Adobe Illustrator, Iterable
Responsibilities
1. Subscription Landing Page
Brief
Business Insider had updated their freemium model to a dynamic paywall model. Due to this change, viewership of the subscription landing page had increased and this was a perfect opportunity to reflect BI's new brand and value prop messaging to increase conversions across desktop and mobile devices.
Results
What improvements did we make?
In tandem to developing my own style guide for the growth marketing team, I worked very closely with other ux designers to develop onsite rules and guides to keep our visual language consistent across teams. We redesigned the subscription landing page to optimize its graphics, site styles, page flow to help with the business's goal. "Improvement goals"
No graphics → Unique BI imagery
If we show BI’s breadth of journalism, then we will add more value to the page and increase conversions. Previously, at first glance, the main message communicated to perspective subs was the price.
Listed benefits → Why BI?
If we list effective and previously tested value props, then we will help users understand their subscription value. How can we make subscribers feel like they’re gaining more than just a subscription service.
Dated → Modern
If we update the page as a whole to match our new styles and create more eye-catching graphics, then we will create more brand recognizability and further associate ourselves as an established media outlet users will want to pay for. I introduced a new element (the media wall) to diversify our design portfolio and further push the boundaries that emulated our bold and impactful brand.
2. Automated lifecycle emails with an audience of over 1 million users.
Brief
Business Insider’s email library targets the whole user's lifecycle, with the goal of converting users to active, paying subscribers. Update Business Insider's emails (see slideshow) to reflect its new brand book and strategy across all company growth marketing templated emails.
Results and improvements
Leads nurture journey
Subscriber onboarding journey
3. App Rebrand
Brief
Update the strategy, user experience, and marketing designs across all channels that promote the Business Insider app. Translate the new branding to create an effective, informative app landing page for subscribers who are interested.
App landing page before rebrand and redesign. Desktop.
What improvements did we make?
Rebranded app landing page
Scroll through for desktop and mobile designs
1. User’s liked BI’s Breaking Blue color, how short the page was, the QR code and the store icons. Users liked how simple, straight forward, and how easy it was to download the app. Explore the possibility of the making app landing page design only “above the fold”.
“I like the, the engaging graphic at the top of the fold. And you have this very bright, engaging, happy blue color. You have the Business Insider brand and font, which is very recognizable.”
“It’s nice that it’s showing that you can get it, you know, from the Google Play Store or the Apple App Store.”
2. Users had questions surrounding being a “valued member”, “why BI over another media outlet”, and if there were any perks with downloading the app.
“The thing that you’re not selling me on here is like, well, what, why Business Insider over other news outlets. I wanna know what else you can do besides just kind of follow the topics that matter to you and discover trending stories. There’s gotta be other stuff”
“I wanna know what else you can do. There’s gotta be other stuff.”
3. Users felt messaging was clear and easy to understand but left wanting more.
“Although the shorter page kept users happy, it could be “a warning sign the app seems thin”.”
“One user felt like the 2 benefits “weren’t enough to entice people”. Explore updating copy to be more app benefit specific, to highlight “perks to downloading the app”.”
House ads, app store, emails, oh my!
Scroll through supporting designs
