RealSelf ProductRebrand
Project Background
RealSelf underwent a comprehensive rebrand to modernize its platform and better connect with a younger, more empowered audience. The initiative aimed to break down societal taboos surrounding cosmetic treatments and build trust with users. This transformation included a complete UI overhaul, a new design system, and a strategic rollout across the platform, ensuring a visually cohesive and user-friendly experience. The rebrand positioned RealSelf as the go-to destination for those seeking cosmetic treatment advice while strengthening brand recognition.
GOALS
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Build a bold, trustworthy brand identity.
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Enhance recognition and stand out from web searches.
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Create a seamless, consistent user experience.
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Help users make confident, informed decisions.
CHALLENGES
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Outdated, inconsistent design hurt brand trust.
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Users couldn’t distinguish RealSelf from other sources.
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UI overhaul needed without disrupting key behaviors.
MY ROLE
I was the lead designer for this effort and I collaborated with a Senior Product Designer and a Front-End Engineer to modernize the product experience. I developed a reusable style guide to ensure consistency across all pages and simplify adoption for the team. In addition to integrating the new brand, I refined key UI elements and improved outdated UX patterns for a more cohesive and polished experience.
The Experience
The rebrand revitalized RealSelf's visual identity and improved brand recognition. Although early metrics, such as provider website clicks, showed a temporary 20% decline, the team quickly iterated on key UI elements to restore balance and improve engagement. The rebrand ultimately strengthened user trust, positioning RealSelf as a leader in the cosmetic treatment space while setting the stage for future growth.
Before and After
