wattpad

creators program

I was tasked to lead creative design & research by defining the branding and design systems for the new Wattpad Creators Program. The intention behind the branding was to create an inviting space for writers to learn & grow while showcasing a professionalism & legitimacy to congratulate writers who were pursuing a writing career with Wattpad. The goal was for the branding to fit within the Wattpad brand but for it to have its own mature (cool-older-sister) flair, given the target audience is professionals between the ages of 24-34. I vetted & managed two commissioned illustrators by overseeing project briefs and providing feedback and direction. I also worked closely with motion designer, Kana Onishi on videos that tell the story of a Wattpad writer. I designed every page of the new Creator Portal utilizing Figma and worked closely with stakeholders and a development team to achieve the launch and maintenance of the portal. Based on A/B testing, we’ve continued to optimize the site for maximal engagement and ensure that the portal is providing the most value to Wattpad Creators.

Site design

Lead Design, Art Direction: creators.wattpad.com

ROLE

Lead Design, Art Direction

TEAM

Creative Director - Amy Wood

Motion Designer - Kana Onishi

Illustrators - Jason Zante, Avril Wu

growth found objects

Growth found objects are used to represent career growth & learning and add depth to creative. Each image has been masked and colour graded with similar tones to feel consistent and part of one monochrome library.

A BOLD COLOUR PALETTE

A bold colour palette that is vibrant, youthful yet mature, and exciting. The palette leverages Wattpad’s brand colours that allows for white text overlay while meeting the standard accessibility requirements.

PORTAL STROKES

Portal strokes are an added element that keep the fun and playfulness of traditional Wattpad portals and elude to writing. The use of strokes rather than traditional portals allow for more flexibility in the shapes and doesn't pose as many accessibility issues with the overlapping shapes, colours, images, and text.

the type styles

The type styles utilize Wattpad’s brand font. The headline text is large and all-caps providing the ability to overlap images in an editorial-style. This specific type treatment differentiates the Creators Program from Wattpad Core artwork.

editorial imagery

Editorial imagery illustrate the professionalism and legitimacy of the program. Portraits and illustrations are high contrast, lively, and dynamic with the use of text overlay and detailed cropping. The image library is that of mainly people (representing creators) with a wide range of genders and nationalities. The Wattpad Creators audience is mainly female between the ages of 25-34.