Linktree Rebrand

20/22 Vision

From it's humble beginnings in 2016, the expansion of the Linktree brand (over 24 million global users) proved to be much more than just a list of links. It evolved into a resource for creators to display their brand essence in it's most concentrated form. Essentially, the home of your ever-evolving essence. Wherever place you are in life, Linktree provides the ease of pushing your evolution forward.

This posed the question, "How can we create a digital universe that welcomes creators from all walks of life?" With the partnership of Collins Agency, we reimagined a visual system that celebrated creative diversity and encouraged personal growth.

Tapping into the Mothertree

The mothertree is a concept that exists in nature. It is the oldest, strongest, most interconnected tree that helps to network information to other trees. Just as the mothertree exists, Linktree provides a base of strength that stabilizes and nourishes users to set goals, harness their power, and grow their digital identities by creating meaningful connections. The tree symbol became the true punctuation element, creating the illusion that everything is arriving in one concentric place.

Each piece of the brand system was carefully curated and set with the intention to flex across a variety of different expressions.

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Capturing complexity

Animated silhouette treatments creates a window into a Linktree user's digital identity. By bringing in expressive color fields, abstracting portraits, and adding floating branded assets with 3D spacing - we were able to cover the complexity and dynamic essentialism between users of the app.

Setting the system

With every rebrand, there comes an inevitable avalanche of project refreshes and exciting brand campaigns to follow. To tackle each workflow, our team devised a design system in using the Atomic design method. We worked collaboratively with the product team to build a library of product components, organizing each feature according to creator benefit.

Once our "molecular pieces" were set, we were able to compose applications and test product fidelity between platforms.

Product experience 🤝 Brand discovery

To further drive brand discovery, I implemented a persona library to showcase how different digital identities flexed with Linktree's product system. Each experience is designed as an expression between every creator in the digital universe. Building on branded molecular pieces of each creator helped to diversify a subject matter.

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Credits:

Chief Creative Officer: Nick Humphreys

Head of Brand: Alex Lazaris

Brand Designers: Tee Tran, Nicko Phillips, Melanie Weiner

Motion Designers: Ralph Matthews, Adrian Adermann

Product Designers: Aron Mayo, Marvin Schwaibold, Seb Petravic

Engineers: Phil Johnson, James Macpherson, Mike Bywaters, Jesper Vos

Project Managers: Laura Desouza, Megan Milne

Agency Partners: Collins, ATS Type