Evolving the Foursquare website

Remembered by most for its humble beginnings as an oldschool B2C social check-in app, Foursquare has since grown into a mature tech startup focused on B2B geospatial location data.

Overview

As the company's target audiences and goals shifted, we found ourselves evolving the brand; it was high time for the website to reflect the internal work our team had completed.

I have the privilege of leading the redesign initiative, working closely with the marketing team to strategize refreshed content as well as our developer agency to execute the designs.

This project is ongoing.

Roles

Brand strategy, web design, animation

Tools

Figma, Illustrator, Photoshop

Collaborators

CD: Alosha Shkolnik, Designer: Yana Belitckaia, Foursquare marketing team

Evolving the Foursquare website

Overview

As the company's target audiences and goals shifted, we found ourselves evolving the brand; it was high time for the website to reflect the internal work our team had completed.

I have the privilege of leading the redesign initiative, working closely with the marketing team to strategize refreshed content as well as our developer agency to execute the designs. We refreshed our brand toolkit shortly after, utilizing the explorations from our website redesign as a springboard to propel our brand forward.

This project has been executed in phases and is ongoing. View what's live here.
Context

Roles

Brand strategy, web design, animation

Tools

Figma, Illustrator, Photoshop

Collaborators

CD: Alosha Shkolnik
Designer: Yana Belitckaia, Foursquare marketing team

Initial Branding

Foursquare’s 2020 rebrand painted it as fresh-faced, minimalist, bold, and trendsetting. As the branding was put into practice, however, it became evident that there was still work to be done. The new visuals lacked character and substance, not quite communicating the brand’s mission of constructing meaningful bridges between digital spaces and physical places, while the youthful personality missed the mark for our B2B audiences, too abstract and artistic to stand out amongst the competition or draw meaning.