AOL Rebrand
The Task:
AOL, operating within the Yahoo / Verizon Media ecosystem, serves a large legacy user base across email, news, and weather. The challenge across these projects was designing for a brand with deep nostalgia and a loyal but aging audience — balancing trust, clarity, and conversion while maintaining brand consistency across a complex internal review and approval process.
The work spans three distinct areas: mobile UX and A/B testing (IMAP), a full multi-channel brand campaign (End of Win10 Support), and a CRM email campaign (AOL App Download).
IMAP Creative Test
Driving AOL app installs at a critical moment in the user flow
AOL's IMAP rescue feature intercepts Apple Mail users attempting to connect their AOL account and redirects them to download the AOL app. The feature was already generating roughly 500 installs per week using repurposed Yahoo Mail creative.
The goal was to develop custom AOL-branded creative that could outperform the Yahoo baseline — and to establish a distinct visual identity for the AOL app that stood apart from Yahoo's.
Contrary to popular belief, Lorem Ipsum is not simply random text.
Contrary to popular belief, Lorem Ipsum is not simply random text.
Email. News. Weather.
Animation A positioned the AOL app as an ecosystem product. The motion concept showed the AOL icon at center with feature icons orbiting outward and collapsing back — reinforcing the idea of everything in one place. The App Store screenshot extended the messaging through to the download moment.
Lock Down Your Email
Animation B leaned into trust and protection. The motion concept transformed an open envelope into a locked, verified state — ending on a green checkmark. This spoke directly to AOL's older user base who are more susceptible to phishing and who value email safety above novelty.
Email. News. Weather.
Animation A positioned the AOL app as an ecosystem product. The motion concept showed the AOL icon at center with feature icons orbiting outward and collapsing back — reinforcing the idea of everything in one place. The App Store screenshot extended the messaging through to the download moment.
End of Windows 10 Support Campaign
Two products, one campaign, one audience.
Microsoft's end of Windows 10 support created a time-sensitive opportunity to reach AOL's largely Windows-based user base. The campaign had three objectives: inform users, build trust in AOL as a helpful resource, and drive sales of two products — AOL Tech Fortress and Assist by AOL.
The design challenge was holding two distinct emotional registers in one campaign system: Tech Fortress needed to feel empowering and protective, while Assist by AOL needed to feel warm, human, and approachable.
Image selection was a deliberate creative decision, not just art direction. Tech Fortress used warm home-office lifestyle photography — a woman at her laptop, relaxed, with a dog nearby — to convey peace of mind. Assist by AOL used a warm older couple alongside a headset-wearing support agent, reinforcing the human and approachable nature of phone-based support.
AOL App Download Email Campaign
Meeting users where they already are.
A CRM campaign targeting AOL users who regularly accessed the platform on desktop or mobile web but had not downloaded the native app. The goal was not to replace the web experience but to position the app as a complementary, higher-value way to engage with AOL across devices.
One system for everyone to love.
Alongside the campaign deliverables I developed a brand playbook exploring what a unified AOL design language could look like — product philosophy, typography (Basis Grotesque for AOL), color system, icon language, UI patterns, and motion principles. The concept centred on Intentional Internet: a design posture for a legacy platform that still has something real to offer.
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Role:
As Art Director, I worked closely with the product team and Creative Director to lead the visual direction for the rebrand, including creating a new brand identity and style guides. I collaborated with key stakeholders to gather insights, address pain points, and align the brand with our evolving product offerings. Using these insights, I developed the creative vision and oversaw its execution, ensuring a cohesive brand experience for the consumer across both product and marketing.