Digital Occasion Cards

Digital Occasion Cards

In June 2022 Drizly launched a new brand voice. Simultaneously, I was working on our gifting offering, with a large focus on increasing personal touches. As such, we decided to add a digital card to the sender experience, allowing shoppers to select a card, which would then be shared with the recipient. These cards needed to match the new brand voice.

Brand Design

Graphic Design

Data

I asked our analytics team to pull some data around what occasions our customers were shopping for. Through a combination of search terms and sentiment analysis of gift messages, they were able to generate this list of common occasions.

  • Holidays
    • New years
    • Happy holidays
    • Christmas
    • Valentines
    • Mother's day
    • Father's day
  • Celebratory events
    • Birthday
    • Engagement
    • Wedding
    • Housewarming
    • New job
    • Promotion
    • Retirement
    • Work anniversary
    • Graduation
  • General occasions
    • Thanks
    • Congrats
    • Welcome
    • Sympathy
    • Goodbye

Draft 1

First draft cards using the old branding.

First draft cards using the old branding.

For the first pass at the cards I was still working with the old branding, as these 2 projects overlapped a great deal. I tried to have a variety of background colors to give the user different aesthetics to choose from, but the result was uncoordinated and mismatched.

Draft 2

Second draft cards using the new colors and fonts.

Second draft cards using the new colors and fonts.

For the second pass I updated the fonts and colors to match the new brand direction, but the cards still felt disjointed due to the incongruous icon style.

Draft 3

Second draft cards using the new colors, fonts, and iconography.

Third draft cards using the new colors, fonts, and iconography.

For the third draft I updated the icons to match the new, thin style dictated in the brand guidelines and added new accent elements for emphasis, but the text sizing and weight remained varied.

Note: I also sadly had to remove the Pride and Father's Day cards due to timeline shifts that would make launching in June impossible. They'll return for next year!

Final cards

Final draft cards standardizing the look and feel

Final draft cards standardizing the look and feel.

For the final cards I standardized the font sizes and weights and incorporated feedback about how to use the new brand elements such as underlines and highlights. I also adjusted some of the copy to reflect our values and tone.

Learnings

I typically don't do a ton of brand work, as I'm mostly on the product side, with an occasional foray into visual design, so this was an exciting opportunity to implement the new brand guidelines. I was able to collaborate with a new set of coworkers and iterate on the brand identity.

Related projects

A laptop showing the checkout flow

Gift Sender Flow

Product Design