Plume Home
In 2025, I led the complete transformation of Plume's WiFi mobile application—rebranding HomePass® to Plume Home™ and reimagining the entire user experience from the ground up. This wasn't just an app refresh; it was a holistic rebrand that I spearheaded across Product Design, Engineering, and Creative teams to align with Plume's evolved brand identity and dual-audience strategy.
Through strategic creative direction and cross-functional collaboration, I orchestrated a comprehensive overhaul of over 40 sales and marketing assets—from the mobile interface and visual identity systems to lifestyle imagery, product demo videos, and sales enablement materials. Every touchpoint was reconsidered and refined to deliver a brighter, more intuitive experience that scales seamlessly across multiple audiences. The result is Plume Home: a modernized mobile WiFi experience that makes managing your home network feel as effortless as it should be—backed by a cohesive brand ecosystem that tells that story at every turn.
From HomePass to Plume Home
As part of the refresh of the Plume brand, from dull and dark, to fresh and bright, I redesigned the logo to embed the brand color, Plume’s logo and create a product taxonomy to create understanding of Plume’s signature wifi mobile application.
Mobile App Store (iOS)
As with any major app update, we aimed to highlight the app's new lighter design, added features, and user benefits. We also focused on improving app ratings through quick updates in the mobile app store with rotating mobile screens.
Sales Enablement
Designed a one-sheet sales tool for Business Development teams that showcases the app's light and dark mode variants while clearly communicating key UI updates and functionality improvements to stakeholders and potential clients.
Onboarding Series
Directed creative development of technical line drawings with an external agency, introducing Plume Charcoal into the onboarding sequence to visually connect Plume Superpods with the Plume Home mobile experience.
