informed

As Head of Brand & Design at informed I oversaw all creative aspects and delivered across brand and product strategy. After 5 months I was promoted to join the senior leadership team. I led a team of 1-5: for product design, marketing design, copywriting, motion, research, the photo desk and external agencies. A crucial part of my work centred around empowering and mentoring others. My work included a brand redesign, app launch, product management, strategy, creative concepts, campaigns, growth & retention strategies and implementation, and much more.

2022-2023 | Key Expertise: Head of Brand & Design, senior leadership, creative direction, brand/creative/product strategy, brand positioning, product management, team building, workshop facilitator, research, start-up

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informed — The news, curated & summarised. 

informed bundles and summarizes the best news in one app, simplifying your news experience. Daily Briefs, curated by our experienced editorial team, deliver quality content in an easy-to-understand format. Access premium publishers ad-free – such as the New York Times, The Financial Times, The Atlantic or The Guardian, enjoy article translations and stay informed no matter how much time you have.

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Product Hunt Campaign
Awarded #3 Product of the Day. Selected as their Daily Editor's Pick and reached an audience of 750k+ within 24h. Watch the Product Hunt explainer video here

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Brand redesign & product
In my first 7 months and leading up to our official app launch in November 2022, I implemented a new brand vision, positioning and strategy. We worked with A Color Bright on a brand redesign and launch campaign 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. The redesign was applied across the entire business: app and web app, new brand guidelines and TOV, new social media and marketing templates and visuals…

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Colour Palette
Web app

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 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.

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

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Strategy and concepts for organic social as growth accelerator.
Within 10 months since the redesign and launch, informed gained 12k+ followers with a 20% MoM growth on social.

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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