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

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.

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. 

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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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 — Head of Design & Brand helping ambitious purpose-led businesses thrive through design, vision and strategy.