iam app - teresa sarmiento garcia

Marketing/brand and video designer for award-winning author Elif Shafak.
Worked on video design, digital creative, promotional items, and advertising campaigns, from concept to execution, for her new novel The Island of Missing Trees. I worked on both pre-pub and post-pub campaigns, adjusting the designs according to the book stage to increase brand awareness.
For all these I was in charge of the marketing design direction and maintenance of a consistent brand, style, and art direction across every marketing and publicity campaign.

Below there are the different (and my personal favorite) parts of these campaigns showcasing examples for each series.

the idea + the context

IAM would be a social media platform for creators: without the rigid look LinkedIn has, with more categories than Instagram, and more social than Behance. Categories for the beta version would be photo, audio, article (text), video.
It would allow the user to select an ARTIST or NON-ARTIST profile, to customize the view and the grids.
Customization of the different profiles and grids, from the name of each grid to the layout of the posts within grids.
For the artist users, IAM would allow them to have as many profile grids and categories as the user wants (showcased as tabs within the creator profile), not limiting any content to any aesthetic, or type of content.
The same creator could have, for example, two photo profile grids, in two tabs, one for TRAVELING and another FASHION. Each tab would show a different grid, different aesthetic, different layout, if the creator wants to.
The followers would be able to choose which of these categories/grids would like to follow from a creator, and only the content of those categories will be displayed in their feed.
"Moods" instead of stories. Moods are up to 2 minutes videos that, instead of being displayed in a separate place within the app (like IG Highlights), they would be part of the users's content as one more profile grid/tab.
Each mood can be created using the built-in video tool in IAM, which would allow the person to use a text from one creator, plus music/audio from another, and a video.
Copyright under control. If a user includes any of other creator's content (previously saved) into a mood, or a post, the proper credit would be automatically given.
Visual searching would be prioritized, people would discover people thanks to their favorite creators content.

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Marketing/brand and video designer for award-winning author Elif Shafak.
Worked on video design, digital creative, promotional items, and advertising campaigns, from concept to execution, for her new novel The Island of Missing Trees. I worked on both pre-pub and post-pub campaigns, adjusting the designs according to the book stage to increase brand awareness.
For all these I was in charge of the marketing design direction and maintenance of a consistent brand, style, and art direction across every marketing and publicity campaign.

Below there are the different (and my personal favorite) parts of these campaigns showcasing examples for each series.

IAM app was my thesis for my master's degree at NYU. IAM is the social media platform for wannabe content creators that encourages users to be as multifaceted as they want, and have access to design tools within the app.
I performed a user research, with over 1.200 respondents to surveys, and from there I developed the business plan, competitor analysis, app design, funding and financials, revenue streams, operations diagram, marketing plan, future expansion, and break-even analysis.

Below there is some of the information I presented, not including financials, other numeric or analytic data, or future expansions like B2B business or Augmented Reality extension.

surveys + research + competitors

Here there are the different competitors I selected for the study, and how they are positioned in comparison to IAM.

I performed three surveys. For the Instagram's survey, I was able to get help from relevant influencers and ended up with over 1.200 respondents.

Over 78% of these respondents indicated they felt limited by a community, style or type of content.
71% answered they created another account so they could share another type of content without feeling their current IG is disrupted.
50% answered they felt limited by the formats allowed on IG (video or photo).
29% answered that when they unfollow a creator is because they find the content boring or repetitive, and at the same time 30% follow just because of the aesthetic.
64% answered that most of the accounts they follow are part of the same community, because of Instagram algorithm and explore page.

There is a lack of type of content available per creator. IAM aimed to help creators that have a lot to offer, and a lot to be followed for, avoiding objectification.

For LinkedIn and Behance, the surveys results stated that over 95% do not feel comfortable being themselves in these platforms, as they see them for more professional, and traditional, purposes.

intro and creation of a "mood"

Besides creating the different screens and the InVision prototype, I also created several demos on After Effects, using screens designed on photoshop, to present to the jury. Below there is a demo of what would happen when the user opens IAM, and the first screen an ARTIST user would see. ARTIST users are those who need more categorization and want unlimited grids.

After a few seconds, the demo continues with the creation of a "mood."

logo design

Because IAM is an app for multifaceted creators, I wanted to have a lot of colors, showcasing then the concept of variety.

Both the dream icon and the bulb represented the birth of an idea, and how an idea sparks like a dream within us. These were the two final sketches I ended up with.