Human Relations Studio

I co-founded Human Relations Studio, (product brand consultancy) recognising a significant market opportunity to help evolving companies reposition themselves and establish a profound connection with their human audience amidst our constantly changing world. Our rebranding studio is backed by a team of strategic creatives with over 20 years of experience collaborating with diverse clients, including startups, companies, agencies, ventures, and brands.

At Human Relations, we are dedicated to transforming the brand identity of companies at crucial stages of evolution. We firmly believe that a powerful brand identity can elevate a company's positioning, broaden its customer base, and ultimately drive revenue growth.

Key Achievements thus far:

• Spearheaded the establishment of Human Relations Studio, leveraging expertise in creative problem-solving and design strategy to drive business success.
• Cultivated a talented team of strategic creatives, fostering a collaborative and innovative environment.
• Successfully collaborated with diverse clients, delivering impactful rebranding solutions to enhance their market presence and audience engagement.

Partner

joelwasserman.me

With 20 years of experience leading and managing design, I have a proven track record of creating and shaping beloved brands and product experiences that resonate with people worldwide. My expertise spans a wide range of areas, including:

Brand Design:

Brand Strategy
Brand Identity
Naming
Brand Positioning
Art Direction
Packaging Design
Product Design:

UX/CX Research
Product Strategy
Marketing Design
Product Testing
Visual Design
Advisory Services:
In addition to my design skills, I offer valuable advisory services to startups and lifestyle consumer brands, including:

Problem-Solving
Creative Mentorship
Process Establishment
Team Building
Creative Sourcing
Workshop Facilitation
My versatile skill set and passion for crafting exceptional brand and product experiences have allowed me to provide effective and innovative solutions for a diverse range of clients.

Strategic Product / Brand Design Consultant

Flyte

As a Strategic Advisor to Flyte, I played a vital role in guiding the CEO on product and brand strategy, providing valuable feedback and recommendations on design hires and agency engagements. Through these collaborative efforts, we achieved a highly successful rebranding initiative that elevated Flyte's market position.

Key Contributions:
• Advised the CEO on strategic decisions related to product development and brand positioning, contributing to Flyte's growth and success.
•Leveraged creative problem-solving skills to identify innovative solutions, resulting in impactful design hires that strengthened Flyte's design capabilities.
•Provided critical insights and feedback on agency engagements, optimising the brand's visual identity and customer experience.
• Instrumental in the successful execution of a comprehensive rebranding effort, positioning Flyte for sustained market relevance and growth.

Strategic Advisor

HoneyBook

As the Lead Strategic Brand Design for HoneyBook's rebranding initiative, I played a pivotal role in developing a compelling branding concept that effectively conveyed the company's vision and core values. This project involved extensive research and required me to identify, hire, and manage top creatives to collaborate on the endeavor.

Key Responsibilities:
• Conceptualised and crafted a robust logo brand design that resonated with HoneyBook's vision, helping to reinforce the brand's identity in the market.
• Assembled a high-performing team of creatives, fostering a collaborative and innovative environment to ensure exceptional project delivery.
• Collaborated closely with the company's leadership and key stakeholders, actively incorporating their input to meet their specific needs and expectations.

Achievements:
• Successfully led the logo rebranding effort, resulting in a refreshed brand identity that received positive feedback from both internal and external audiences.
• Ensured the project's timely completion, meeting all objectives and milestones within the allocated timeframe.

Lead Strategic Brand Design (rebrand)

1835i

As the Lead Design Strategy at 1835i's Business Creation Lab, I spearheaded the design and testing of innovative business propositions from conception to execution. Collaborating with cross-functional teams, I led human-centred design workshops internally and externally to ensure customer-centric solutions. My role involved managing both external and internal production teams to develop compelling communications for 1835i.

Key Accomplishments:
• Successfully designed and presented four business propositions, including those related to personal finance, real estate, and more.
• Launched one of the developed business propositions in the market, achieving positive outcomes and impact.
• Implemented robust internal processes for venture creation, streamlining operations and enhancing overall efficiency.
• Developed cohort programs to support external founders, providing them with valuable resources and mentorship.

Responsibilities:
• Led design strategy for Creative Labs, driving the creation and validation of novel business concepts.
• Oversaw the coordination and collaboration of external and internal production teams, ensuring seamless project execution.
• Facilitated human-centred design workshops, fostering a customer-centric approach to problem-solving.
• Engaged with cross-functional teams and stakeholders to align design strategies with organisational goals.

Lead Design Strategy, Venture Studio

LandingPad

As the Head of Design at LandingPad, I played a pivotal role in driving the development and enhancement of user experiences across multiple products on native mobile and web platforms. Leading a team of designers, I focused on feature design, conducting thorough research, wireframing, prototyping, and ensuring the successful delivery of new experiences aligned with the current and future product roadmap.

Key Contributions:
• Elevated the user experience across LandingPad's product portfolio, resulting in increased user satisfaction and engagement.
• Collaborated with fellow designers to establish and expand product design patterns and a comprehensive design system, ensuring design consistency and efficiency.
• Successfully managed a team of designers and the head of marketing, fostering a collaborative and innovative work environment.
• Sourced and effectively managed outside agencies and contractors, optimizing project outcomes and resource allocation.
• Spearheaded the development and creation of brand and marketing materials across LandingPad's product offerings, contributing to brand cohesion and recognition.

Achievements:
• Led the creation of an app that achieved top 10 rankings in the app store under the real estate category.
•The app reached an impressive 5.5 million ANZ customers and garnered 250k downloads, achieving significant market penetration and success.

Responsibilities:
• Conducted product and brand design workshops for key internal stakeholders, including the CEO, head of product, and head of marketing, to align design strategies with business objectives.

Head Of Design

Lead Strategic Designer, ANZi New Business Labs

As the Design Director at Yup, an on-demand tutoring app for K-12, I played a crucial role in guiding the design process from the Minimum Viable Product (MVP) stage to Series A funding, spanning over 3.5 years. During this period, I led the team in achieving product-market fit and fostering a seamless user experience.

Key Achievements:
• Led the end-to-end design process, encompassing user research, UX/UI design for both iOS and Android platforms, and product prototyping.
• Spearheaded the development of the brand identity, contributing to Yup's recognition and positioning in the market.
• Successfully oversaw growth marketing initiatives, driving user acquisition and engagement strategies.
Designed web app experiences, marketing websites, and landing pages, ensuring consistent and compelling user interactions across various touchpoints.
• Developed and maintained robust design systems, optimising design workflows and ensuring design consistency.
• Produced and edited video demos, effectively showcasing product features and benefits to users and stakeholders.
• Leveraged contract recruiting and management to build and nurture a talented design team.

Responsibilities:
•Collaborated closely with cross-functional teams, including engineering and product management, to align design efforts with business goals.
•Conducted user research to gain valuable insights and inform data-driven design decisions.
•Created an engaging and intuitive user experience, contributing to Yup's positive reputation among its target audience.
•Participated in strategic discussions and product planning, contributing to Yup's growth and market expansion.

Design Director

hello network, inc.

As the Lead Visual Product Designer at hello network, inc., I played a key role in shaping the user interface and experience of the social app on iOS. My design expertise and leadership were instrumental in creating the first version of the app, ensuring a visually appealing and user-friendly product.

Key Contributions:
• Led the visual UI design efforts, transforming concepts into a compelling and intuitive user interface on iOS.
• Facilitated R&D user workshops, gathering valuable insights to inform design decisions and enhance user experiences.
•Designed the marketing website, effectively communicating the app's value proposition and driving user acquisition.

Responsibilities:
•Collaborated closely with cross-functional teams, including product managers and engineers, to align design strategies with product goals.
•Contributed to the user experience design, ensuring a seamless and delightful journey for app users.
•Participated in R&D activities to explore new design directions and innovative features for future iterations.

Lead Visual Product Designer

Yahoo

As the Lead Designer for UX/UI at Yahoo, I played a pivotal role in shaping the mobile entertainment product for Yahoo! Screen on the Android tablet platform. My design expertise and innovative mindset led to the conception and prototyping of a mobile product concept for Yahoo's celebrity entertainment, which was presented to Marissa Mayer, CEO.

Key Achievements:
* Successfully led the design efforts for Yahoo! Screen's mobile entertainment product, ensuring an engaging user experience on the Android tablet platform.
* Spearheaded the conception and prototyping of a mobile product concept, contributing to Yahoo's entertainment offerings and strategic vision.
*Initiated a new era of innovation as the third mobile designer to lead the company's New York office, fostering a culture of creativity and excellence.
*Made significant contributions to the redesign of Yahoo's brand, including the selection of the final type treatment that became part of Yahoo's identity.
*Played a crucial role in the successful launch of Flickr's print book product by redesigning the landing page, enhancing user engagement and conversions.

Responsibilities:
* Collaborated with cross-functional teams, including product managers and engineers, to translate ideas into tangible, user-centric designs.
* Executed web design and iOS design projects, ensuring a consistent and seamless user experience across platforms.

Lead Visual Designer

As a Partner at Human Relations Studio, I co-founded a rebranding studio that helps companies at crucial stages of evolution establish a profound connection with their human audience. I have over 20 years of experience in design, creating and shaping beloved brands and product experiences that resonate with people worldwide.

My expertise spans a wide range of areas, including brand strategy, identity, positioning, art direction, packaging design, UX/CX research, product strategy, marketing design, product testing, and visual design. I also provide valuable advisory services to startups and lifestyle consumer brands, using my creative problem-solving skills, mentorship, process establishment, team building, and creative sourcing abilities. I am passionate about transforming the brand identity of companies at crucial stages of evolution, as I firmly believe that a powerful brand identity can elevate a company's positioning, broaden its customer base, and ultimately drive revenue growth.

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