Reducing news overwhelm through design and curation.

I joined the media tech start-up informed as Head of Design & Brand directing all creative work. After diving into existing user research and insights, I updated our brand strategy through async workshop facilitation and implemented a rebranding. Seven months after I started we went to market with a well-loved app. We reached No1 in the German App Store and No3 on Product Hunt. We leveraged AI to produce summaries and article translations. I implemented the merger of all creative areas under my leadership and led a cross-functional creative department of 5: product design, marketing design, copywriting and photo editing. A crucial part of my work centred around empowering and mentoring others. My proactiveness saw me promoted to the senior leadership team after five months.

Role: Head of Design & Brand 


Key expertise: Design Direction, Creative Strategy, Cross-functional Team Leadership, Mentoring, Design Management

informed logo

Informed curates and summarises world-class journalism from premium publishers ad-free (think New York Times, Reuters, FT…). Combined in one app under one subscription. Daily Briefs, curated by an experienced editorial team, deliver quality content in an easy-to-understand format. Gone is the paywall pain and news overwhelm.

The landscape when I joined

Overview of old informed branding

A tech start-up in beta. In need of an updated brand strategy, updated personas and because of said insights, a need for a redesign. More clarity was crucial: Redefined hierarchies, less ornamental add-ons that aren't adding value, less pastel that contradicts the magnitude of news coverage. Plus new workflow and process implementations would help scale the brand and team. 


Diamond process going from discovery to delivery
Work in progress board from Miro

I conceptualised and led the async workshop facilitation on Miro to create our redefined brand strategy. It involved the senior leadership team as well as the entire team at specific stages of the process.


phone screen showing international publisher logos
three pages brand guidelines showing informed brand strategy

Cutting through the noise

We worked with A Color Bright on a brand redesign and aligned our visual identity with our new strategy and audience. The new branding showed the perfect symbiosis of known editorial principles paired with a contemporary digital spin on news consumption. It transformed our B2C app into a beloved platform, boosting brand recognition and customer engagement.

Ten pages of informed brand guidelines

New brand guidelines

Spanning the entire brand universe from brand strategy to personas, from visual identity to tone of voice and editorial guidelines. From a new photography direction to iconography and how to apply everything in situ. For each team, I set up a tailored onboarding call as well as a bespoke Notion page with quick links predominantly used by each of the teams. This increased engagement, faster workflows and fast adoption of the new brand language.

informed app screens with article, audio option and summaries
informed webapp with article and translation module

App & Webapp: Features, research, product management and growth

Based on thorough user research we implemented highly loved features such as audio options and AI-powered time-saving summaries and article translations. Everything was aligned with our mission to deliver informative, quality news, and make it accessible to everyone, anywhere and any time. 


list of achievements like app of the day and star rating
Product hunt award badge and achievements

Product Hunt Campaign

Awarded #3 Product of the Day. Selected by the editorial team as their Daily Editor's Pick and reached an audience of 750k+ within 24 hours.

Campaign visual with news app and slogan

Launch campaign

To communicate both our app launch and the brand redesign most effectively and to avoid any confusion, we opted for a 2-in-1 long-term launch campaign that would address both. This enabled us to promote the app to a myriad of new customers while educating and exciting our existing beta users about the new brand language. The launch and redesign – in collaboration with A Colour Bright – led to #1 in ‘Top Charts in Magazines & Newspapers’ in the German App Store as well as a 4.3* score in the App Store.

Feature campaign launches

Marketing and social campaigns

I led the creative strategy of social and marketing campaigns. We used quality feature releases as part of our growth strategy.


Visual interpretation of news articles arranged in tiles

Strategy and concepts for organic social as a growth accelerator

Within ten months since the redesign and launch, informed gained 12k+ followers with a 20% MoM growth on social media.

Katja Alissa Mueller
— design, vision, strategy

Based in London.
© Katja Alissa Mueller, forever

Based in London.
© 2019, Katja Alissa Mueller

Based in London.
© 2019, Katja Alissa Mueller