top of page

Logo Design for the United4Retail App

Following the success of the WorkIt app, the United for Retail team began developing a new community care & messaging app designed for and by people working in retail, United4Retail. I was hired by the team to lead the branding and logo design for the new app as it launched in the Apple Store and Google Play Store.


The Opportunity

United for Respect first launched the WorkIt app in 2019 to help people working in hourly jobs get answers to questions about workplace policies and rights from trusted and trained peer advisors. With the huge success of the app and the company’s campaigns for retail policy changes, they decided to partner with a team of researchers at Columbia to launch a new app designed for and by people working in retail. And so United4Retail was born, a community-driven, manager-free space where you can connect with others working in retail across different employers.


The new product needed a logo design that could be used across the app, company website, and digital marketing. The logo would need to be differentiated from the parent United for Respect brand, and the WorkIt app that so many users had known and loved. At the same time, the branding had to help the team improve outreach and gain traction in the app store. 


My Role

I was hired by the company to design a new logo and creative assets for the new app that would encompass the community-driven roots of their new product while staying true to the existing United for Respect branding. I also created app store screen shots, mockups, and gifs for the promotion of the new app. I worked with the organizations community leaders, product managers, and developers to define end to end requirements from creative imagery and style, to asset specs required for the Apple App Store and Google Play Store. Collaboration every step of the way ensured that all members of the team were aligned to and excited about the creative vision for the new app. 

The Design Process

Research and Prep Work

Screen Shot 2021-07-22 at 5.54.14 PM.png

Before I got started on the design process for the new logo, it was important for me to thoroughly understand the existing brand style guide for the United for Respect brand. This gave me a sense of which brand elements were expected to be carried through the new app design and gave me a solid base to engage team leaders on their thoughts and ideas for how the United4Retail app branding should co-exist with the patent brand.

Snapshot of the United for Respect parent website.

Team Workshop

Once I had a solid understanding of the existing style guide, we were ready to jump into the creative process. I started by hosting a 90 minute virtual workshop with the United4Retail product team and community leaders. The workshop was split between educational sessions about the elements of branding and logo design, and team exercises to help focus their brand ideas. This helped us collectively get on the same page about the visual (imagery, logo styles, colors, typography, etc.) AND dig deeper into the core message the team wanted the brand logo to convey, asking questions like:

  1. WHAT is the main purpose of the app?

  2. WHAT is the brand’s personality?

  3. WHO are you trying to attract?

  4. HOW do you want people to feel about the app? 

Group 163.png

Example exercises from the United4Retail logo workshop.

The final output of the workshop was a logo mood board that the entire team was able to collaborate on virtually in Miro. The mood board was a great tool to help us understand what the team liked and disliked about the existing logo, and pinpoint the specific elements that would make the logo a success. 


Some of the key takeaways from the mood board exercise were:

  1. Visual metaphor of people holding hands, affectionately dubbed as the “I got you” imagery was highlighted by a majority of team members

  2. The team wanted users to feel that the app is trustworthy, safe, and comfortable

  3. Keep the existing United for Respect colors and add complimentary colors and gradients 

  4. Use simple imagery and use text as a supplement

  5. Need two versions of the logo - graphic only for the app icon and combined mark for use on creative assets

United for Retail_ Logo Moodboard - Copy of Starter Mood Board.jpg

Screenshot of the final United4Retail logo moodboard.

Logo Design

Once the team aligned on the direction and next steps, I brainstormed several concepts on pen and paper and then rendered the strongest ones in Adobe Illustrator. Of the rough logo concepts I created, I chose 3 to refine and ultimately present to the client. These were in black and white to allow the client to focus on the logo contents and composition instead of colors.

U4R Initial Concepts_Round 1-01.png

Round 1 logo renderings done in Adobe Illustrator.

Once the team approved a single concept direction to follow, we focused on developing it further to completion. At this stage, I made sure to work closely with the team to fine tune any minor details, even to the angle of the logo, before we moved on to the coloring stage. This helped minimize any additional work down the line when everything was fully rendered.

U4R Initial Concepts_Round 2-01.png

Low fidelity logo layout revisions.

After the final layout of the logo was locked down, it was time to start working in color. I referred back to the mood board and the original United for Respect color style guide to help build the color palette. I narrowed the options down to the 2 strongest to present to the client, and paired with with light and dark backgrounds to illustrate the contrast.

High Fidelity_Option B.png

Colored logo renderings done in Adobe Illustrator.

High Fidelity - Round 2 - Typography Variations.png

Finally, with the layout and logo color scheme locked down, it was time to focus on typography. Again, I narrowed it down to a few options and presented a selection of the same logo icon with different typography to pick from. As well as the actual typeface, we looked at subtle variations such as placing a colorful accent on the i's in United4Retail.

Typography variations presented with the final logo design.

With the logo design locked down, we were able to use the logo style as a guide for creating the rest of the creative assets for the app store launch, making sure to follow the Apple App Store and Google Play Store guidelines in the process. 

Screen Shot 2021-07-19 at 4.59.06 PM.png

Check it Out

The United4Retail app is officially live in the App Store and Google Play Store - check it out!

Group 32.png

More Case Studies

bottom of page