Brand Strategy · Startup · Product Design · UX
Kidfolio → Gifted
From Family Utility to Consumer Product Brand
- Role
- Creative Director · Product Strategist · Design Lead
- Year
- 2021–2023
- Categories
- Brand · Product + AI · Experience
- Tools
- Figma · Adobe CC · Product Strategy · UX Research
Overview
The evolution from Kidfolio into Gifted translates an emotional family need — capturing and celebrating a child's growth — into a scalable consumer product with a clear brand, interface, and go-to-market story.
The Challenge
Family utilities are easy to love and hard to scale. The work had to preserve the emotional core while building a product and brand that could stand on a shelf next to consumer companies, not homegrown tools.
Creative Direction
Direction centered on product strategy and brand evolution: a naming and identity shift from descriptive (Kidfolio) to aspirational (Gifted), a clearer interface hierarchy, and launch communication that leads with feeling and delivers on utility.
Process
- 01
Need
Ground the product in a real emotional user need.
- 02
Rename
Move from utility naming to a consumer brand idea.
- 03
Design
Clarify interface hierarchy and service flows.
- 04
Launch
Build positioning and launch storytelling.
