D'Aundre Pryce-Pierre



Quantum Mob Rebrand


Project Overview

The team at Quantum Mob had underwent and developed a complete refresh of their brand that would allow them to have more established goals that can satisfy the needs of their target audiences as a relatively new startup in the Toronto tech scene. The result: a complete overhaul of the previous brand that features a new look for the website, new marketing initiatives, and a new tone that resonates with the company's audiences.

My Role

Product Designer - Interaction Design, Visual Design, Userflows, Workshop Facilitation


January 2020 - July 2020

The Team

Eric Kim (Co-Founder), Erich Reich (Co-Founder & CTO), Keats Jabri-Pickett (Marketing Manager), Britton Russell (Tech Sales), Sushil Taylor (Developer)


A complete refresh of an existing brand.

What was the challenge?

At Quantum Mob the main challenge that we faced was how can we develop a consistent brand message across many different mediums.  

To start things off, I facilitated a mini branding workshop with our internal stakeholders (CEOs, Marketing Specialists, Sales, etc) so that we could generate ideas on what we want the Quantum Mob brand to be.

The primary issues with the current brand

1. Lack of future vision

There was no clear demographic on who Quantum Mob wanted to cater their services to.

2. No consistent brand identity

Across various online mediums (website, social media, email, etc) there lacked a consistent brand identity that would help others know what Quantum Mob is about as a software company.

Kickoff engagement

Setting up the foundations.

Initial branding exercises

To start off this internal engagement, I invited our stakeholders to a couple brainstorming sessions. The purpose of these sessions was to bring everyone into the same environment so that when working together, it can enable us to make a cohesive brand experience. Taking some inspiration from design sprints, I wanted to run everyone through a few exercises to help them see the bigger picture when it comes to looking at Quantum Mob from the outside-in and vice versa.

The first branding exercise I had everyone participate involved ideating different attributes that best represented the company. The purpose of the exercise was to have the participants identify what they thought about Quantum Mob under different categories. For example, "What impact do we have on others?" a lot of responses from that category stated that we were: reliable, able to set up for success, and modernize solutions.

Affinity map of the responses


On to the next steps

Once everyone had listed their attributes in each category, I had them select their top 3. The key takeaways from this exercise were that many had chosen the keywords "diverse, collaborative, open/transparent, forward thinking, and solution oriented". Keeping those words in mind would later come in handy when developing the visual identity.

The next exercise I had the team do was list out some current strengths and weaknesses that they have noticed as a company.

Company's current strengths and weaknesses

identifying customers

Deciding on who we're designing for

Workshop findings

During this exercise, I had the participants identify who is our desired target audiences were and what might be some of their motives/objectives and what kind of services could we provide them.

Doing this exercise had helped me solidify the best way we can structure the site to suite their objectives, and how our solutions can help them.

Client Persona


Company Partner Persona


Prospective Employee Persona

workshop findings

Let's talk about the results


With the target audiences identified, this would allow us to develop a better UX for the site that would cater to the needs of those users.

Going forward with the next steps

New branding initiatives

We wanted our 'voice' to highlight some of the advantages of working with/for Quantum Mob such as a focus on trust & transparency & modernizing existing solutions

New clientele focus

We had chosen to focus on prospective clients (M-L business), partnerships, and prospective employees.

Information architecture

Building the information architecture

Exposing the skeleton

For the site redesign, the team had wanted to focus on improving the flow of the site so that it can support new features such as internal blog support, podcast listening. I had worked on the information architecture of the new site with these new functionalities in mind.

Site architecture

design work

Designing the foundations

Building out the future.

The design library I developed was primarily focused on improving the accessibility, look & feel, and ease of use of the website. I broke the library down into various small components (buttons, input fields, etc) which together would form bigger components such as nav-bars, combination headings, etc.

Webpage layout margins


Website font sizes


Website & brand colours


Button stylings


Card stylings

design work

Unmistakeably Quantum Mob

Company projects


Case study designs


Mobile screens


Mixed devices


Now that it's all said and "done"

My first ever solo facilitation workshop

When I joined the team at Quantum Mob as a solo designer, I had the chance to really learn and hone my skills as a Product Designer.

What I learned from this project

Cross-Functional Workshop Facilitation

Conducting a workshop takes a great deal of organization and planning. Being able to bring people together with different backgrounds was difficult, but I learned a lot about how each member's expertise can be utilized.

Creating a Dev Ready Design Library

Creating and managing my first design library within Figma and collaborating with our devs to make code-ready assets proved to be a very valuable skill for future projects.

Next Project

Beacon AR-Based Navigation

Creating an indoor AR-based navigation app for students visiting a new campus.


View Work