Assaf Shalev

We made our G spin for @trygenius_ai . It's better like that.

Not disagreeing.

𝗜𝗳 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝗶𝘀 𝗲𝘃𝗼𝗹𝘃𝗶𝗻𝗴 𝗶𝘁𝘀 𝗯𝗿𝗮𝗻𝗱, 𝗵𝗼𝗽𝗲𝗳𝘂𝗹𝗹𝘆 𝘁𝗵𝗶𝘀 𝗵𝗲𝗹𝗽𝘀.

Last week we introduced @trygenius_ai, our new platform.

I joined GlossGenius because the ambition was obvious and design has an unusually large role to play here. Our customers are practitioners who have real taste, skill and judgement in their craft. Because we power their brands, the design choices we make shape the design choices they make. It’s meta but explains how much impact design has here: design actually compounds through our 100K+ customers.

But updating design and the brand across a scaled customer base that is continually evolving is hard.

We started this work with the incredible team at PORTO ROCHA ( 👋@leoportooo, Natalee Ranii-Dropcho) , who were true partners in helping define our emerging brand. It was clear early on that the brand needed to evolve alongside the business: our customers were getting bigger, new verticals were emerging, we were building agentic products, all while supporting 100,000K+ businesses every day.

𝗜𝘁 𝗳𝗲𝗹𝘁 𝗹𝗶𝗸𝗲 𝘄𝗲'𝗿𝗲 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗮 𝗺𝗼𝘃𝗶𝗻𝗴 𝘁𝗮𝗿𝗴𝗲𝘁. 𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝘀𝗼𝗺𝗲 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 👇

𝟭. 𝗜𝘁'𝘀 𝗮 𝗺𝗮𝗿𝗮𝘁𝗵𝗼𝗻. 𝗗𝗿𝗲𝘀𝘀 𝗮𝗽𝗽𝗿𝗼𝗽𝗿𝗶𝗮𝘁𝗲𝗹𝘆.

Break your brand work into phases. If everything has to land at once, you don't have a plan—you have a bet. Updating design is more like a migration than a big reveal.

𝘐𝘧 𝘴𝘩𝘪𝘱𝘱𝘪𝘯𝘨 𝘢 𝘴𝘮𝘢𝘭𝘭 𝘪𝘮𝘱𝘳𝘰𝘷𝘦𝘮𝘦𝘯𝘵 𝘵𝘰𝘥𝘢𝘺 𝘶𝘯𝘭𝘰𝘤𝘬𝘴 𝘪𝘮𝘮𝘦𝘥𝘪𝘢𝘵𝘦 𝘪𝘮𝘱𝘢𝘤𝘵, 𝘴𝘩𝘪𝘱 𝘪𝘵. We rolled brand assets out months before launch, starting with the channels that had the fewest dependencies and working toward the product.

𝟮. 𝗗𝗼𝗻'𝘁 𝗯𝗿𝗮𝗻𝗱 𝘁𝗵𝗲 𝗼𝗹𝗱 𝘄𝗮𝘆.

Everything is moving too fast for static brands.
Build a system that evolves, not a visual style frozen in time.

𝟯. 𝗔𝗜 𝗰𝗮𝗻 𝗺𝗮𝗸𝗲 𝘆𝗼𝘂 𝗹𝗼𝗼𝗸 𝗮𝘃𝗲𝗿𝗮𝗴𝗲.

We use AI. A lot. But AI is tuned to a common baseline. It will deliver comfort before originality. Let it accelerate execution—not replace your creative thinking.

𝟰. 𝗠𝗼𝘃𝗲 𝘄𝗶𝘁𝗵 𝗰𝗼𝗻𝘃𝗶𝗰𝘁𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗮𝗽𝗽𝗿𝗼𝘃𝗮𝗹.

Listen to feedback.
Don't outsource your conviction.

@leahcs had a saying: "𝘞𝘩𝘢𝘵𝘦𝘷𝘦𝘳 𝘸𝘦 𝘭𝘢𝘯𝘥 𝘰𝘯, 𝘸𝘦'𝘭𝘭 𝘮𝘢𝘬𝘦 𝘪𝘵 𝘸𝘰𝘳𝘬."
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Our mission never changed: put the people giving service at the center. Our product not only has to deliver on that but our brand does too.

Thank you @DCohenShohet @Leahcs for taking me along the ride, Jessica Destoppeleire for the creative excellence and our outstanding creative, design, and broader teams who helped us get to this important milestone.

❤️

@stackbitjoe - The guy in the little bubble will crash our panel later this week to share the full 🪄magic. Join us.

Just learned you can't edit tweets. You should follow me.