Smart Tribune
The Challenge : evolving branding
After years of growth, Smart Tribune faced a classic B2B scale-up gap: a product leading the selfcare and AI chatbot space, but a brand that no longer reflected its ambition or the modernity of its tech. The challenge was twofold: fully refresh the identity — younger, bolder, worthy of an AI player — without losing the credibility built with enterprise clients, and simultaneously structure a design team able to carry that standard across the whole product cycle. A role at the intersection of art direction, product design and management.
Key Milestones
Starting as a product designer, I progressively took the lead on all design topics: product, brand, and process. The rebranding was the pivotal project — visually repositioning Smart Tribune for the conversational AI era, with a younger, more vibrant identity rolled out across the website, the product and every touchpoint. In parallel, I structured the product design team's work: design system, Figma workflows, client project typologies (Bot, Copilot, FAQ, Knowledge) and a documented client design process, built to scale with the team." 2017 — Joined as product designer Freelance 2019 — 1st Branding (Freelance) 2020 — Marketing and Growth design work 2025 — Head of Design — Full rebranding & product design team management 2026 — Full product rewamp (soon)
Delivery
Eight years of collaboration — a rare opportunity to cover every layer of design within one company, and to evolve them over time." Rebranding — Complete new visual identity: logo, art direction, iconography, a younger and differentiating tone in the selfcare market - Product design — UX/UI of key interfaces: AI chatbot, agent copilot, dynamic FAQ, knowledge base (Figma) - Design system — Shared product/marketing component library ensuring consistency at scale - Management & process — Product design leadership, collaboration workflows, documented client design process (Bot, Copilot, FAQ, Knowledge typologies) - Website & assets — Marketing site redesign and sales collateral aligned with the new brand - AI prototyping — Integrated AI tools (Claude, rapid prototyping) into the design workflow to speed up client cycles
