Brand Center
Postscript
This work introduced a shared foundation for tone, language, and visual identity that could scale across surfaces like messaging, popups, and future AI-driven features.
How it Started
While redesigning Postscript’s popup editor, I identified a broader opportunity: brand visuals and tone of voice was being handled inconsistently across the product. I proposed and designed an early concept for a centralized Brand Center: a system that allows merchants to define their branding once and apply it across all customer-facing experiences.
The original problem was smaller scale:
How might we make popup templates feel on-brand by default?
As I thought about this question in the context of my product area, it exposed a larger issue:
Brand decisions (tone, language, styling) were being made repeatedly
Outputs across surfaces felt inconsistent
There was no shared source of truth for brand expression
This led to a reframing:
What if brand wasn’t configured per surface, but defined once and reused everywhere?
Role
Identified the opportunity while working on the popup editor redesign, and defined the initial product direction for a centralized Brand Center. Led early concept development and design, partnering with Product and Engineering to explore feasibility as the system evolved across teams.
Design Direction
I approached Brand Center as a centralized system, rather than a feature.
To give merchants a single place to define how their brand should sound and appear and make that context reusable across the product, several areas needed to be covered.
Core areas included:
Brand voice (tone, style, personality)
Preferred and discouraged language
Product and business context
Visual defaults for design surfaces
This created a foundation for more consistent, scalable outputs across:
Popups
Subscriber messaging
Future AI-assisted features
How it Works
Users define their brand details in Brand Center, including voice, tone, and language preferences. These settings are then applied automatically across Postscript, shaping defaults and outputs across product surfaces.
Initial Concept
I explored Brand Center as an interactive system rather than a static settings page. Instead of asking users to define their brand in abstract terms, I designed a set of adjustable controls, such as sliders for tone and voice, that allowed merchants to fine-tune how their brand should sound.
A key part of this concept was immediate feedback. As users adjusted their preferences, they could preview example outputs in real time, and give positive or negative feedback on what the system was doing. This helped users understand how their inputs would translate into actual messaging and reduced the risk of setting vague or misaligned guidelines.
Alongside these higher-level controls, I introduced more granular options, such as preferred and discouraged phrases, to give users flexibility without sacrificing consistency. The goal was to balance expressiveness with structure so outputs across the product would feel both on-brand and predictable.
Outcome & Evolution
Brand Center has since been expanded by multiple teams and continues to evolve as a shared product surface. I’ve continued contributing to its development, including designing visual components for new use cases.
Stay tuned for more updates in this space!