A Fresh Look
for Bite-Sized Learning
Role / Head of Design | Responsibilities / Art direction, visual design
By 2016, Blinkist had evolved from its scrappy startup origins. We were gaining traction as a player in the education space, but our brand identity hadn't kept pace. It lacked finesse, personality, and strategic clarity. We needed a visual identity that reflected who we were becoming, not where we'd been.
The challenge
Blinkist had the hallmarks of a classic start-up beginning. Things were scrappy and the founding team wore multiple hats, including design. A few years later, the service was steadily gaining a dedicated customer base and we were emerging more as a player to watch in the education space.
The goal was to lead a comprehensive rebrand that signalled our strength as a product, company and brand. We would overhaul our visual identity across mobile apps, web product, and all marketing materials — with a small, three-person design team and no external agency support for execution.
The goal was to lead a comprehensive rebrand that signalled our strength as a product, company and brand. We would overhaul our visual identity across mobile apps, web product, and all marketing materials — with a small, three-person design team and no external agency support for execution.
Approach
1. Establishing strategic foundations
I worked with key leadership stakeholders and a creative agency to define Blinkist's strategic brand: values, personality, and positioning. This gave us a clear strategic foundation to build from.
2. Developing art direction
I led the art direction development, kicking off with a workshop to unpack our vision for the visual brand. The goal was to establish principles that would:
I worked with key leadership stakeholders and a creative agency to define Blinkist's strategic brand: values, personality, and positioning. This gave us a clear strategic foundation to build from.
2. Developing art direction
I led the art direction development, kicking off with a workshop to unpack our vision for the visual brand. The goal was to establish principles that would:
- Reflect the new Blinkist
- Create a cohesive visual language
- Scale across all touchpoints
These principles became essential working tools. We referenced them actively in design reviews and used them to maintain consistency as we applied the brand across the company. They gave us a shared language for evaluating work and making decisions.
I explored multiple visual directions, iterating with the team and leadership to land on an approach that felt right.
I explored multiple visual directions, iterating with the team and leadership to land on an approach that felt right.
3. Creating the visual identity
I developed the art direction in parallel with in-house designer Natalia Piana, who led the work on our visual identity. We collaborated closely in our small team — exploring typography, testing directions, and letting each process inform the other.
Once she'd developed the logo and locked in the typography, it helped establish the palette, which in turn allowed me to finalise the art direction. This collaborative approach was a strength that helped us land on a visual identity and art direction that felt truly like Blinkist.
I developed the art direction in parallel with in-house designer Natalia Piana, who led the work on our visual identity. We collaborated closely in our small team — exploring typography, testing directions, and letting each process inform the other.
Once she'd developed the logo and locked in the typography, it helped establish the palette, which in turn allowed me to finalise the art direction. This collaborative approach was a strength that helped us land on a visual identity and art direction that felt truly like Blinkist.
4. Applying it everywhere
With a three-person team, we applied the new brand across every touchpoint: business cards, social media, apps, web product, and marketing collateral.
I led the application to our mobile apps, but this wasn't just a visual refresh. I was simultaneously rethinking core information architecture, component systems, and interaction patterns — work that would establish the product's foundations for years to come.
Doing this in parallel with the rebrand meant I could ensure the brand wasn't just a visual layer, but was integrated into how the product worked and felt. This approach created a cohesive experience where brand and functionality reinforced each other.
With a three-person team, we applied the new brand across every touchpoint: business cards, social media, apps, web product, and marketing collateral.
I led the application to our mobile apps, but this wasn't just a visual refresh. I was simultaneously rethinking core information architecture, component systems, and interaction patterns — work that would establish the product's foundations for years to come.
Doing this in parallel with the rebrand meant I could ensure the brand wasn't just a visual layer, but was integrated into how the product worked and felt. This approach created a cohesive experience where brand and functionality reinforced each other.
Outcomes
- User reception
The rebrand was embraced by users and helped position Blinkist as a credible player in the global education market - Industry recognition
Won Goole Material Design Award for Brand Expressiveness in 2017, alongside multiple Apple App of the Day features - Lasting impact
The brand foundations established in 2016 continued to guide Blinkist's visual evolution for years, demonstrating their strength and scalability
Why it mattered
This rebrand wasn't just a visual refresh. It signalled Blinkist's maturation as a company and product.
By establishing strong foundational principles and a scalable visual system, we created a brand that could grow with the business while maintaining coherence and quality across all customer touch-points.
By establishing strong foundational principles and a scalable visual system, we created a brand that could grow with the business while maintaining coherence and quality across all customer touch-points.