As part of a four-stage interview, I was given a design task to explain my design process and present it back to the hiring team.
After passing all the stages successfully, I was shortlisted as the final two candidates but didn't get an offer due to the structural changes in the business.
As part of my discovery process, I wanted to understand where the existing brand stands and where the opportunities are.
Discovery stage helped me to understand the company and where the opportunities are as a brand.
Then I set up three brand territories to explore more and decide where to focus.
After defining my design territories I spent the time to create a mood board for each of my design routes.
I explored my three brand routes with the possible imagery, colours and typography.
DeepMind is a technology company, and their goal is to "solve intelligence", which they are trying to achieve by combining the best techniques from machine learning and systems neuroscience to build powerful general-purpose learning algorithms.
And also they are saving patients' life with developing AI applications for healthcare.
So I believed it would be a great opportunity to bring the lack of human touch and emotion and change the perception of the brand for the public.
I had the pleasure of working on this task a total of 18 hours, all the free time I had, given the 4 days timeline.
If I had more time and access to stakeholders/consumers, I would have liked to understand the brand from internal stakeholders and consumer perspectives as part of the audit, to have a clear strategic direction.
Keep iterating on the chosen brand territory;
Tolga Kilinc —
Senior Product Designer