Esme Ison

A smart map and order management app. No more headaches, just good food.

Westfield Century City is a two-level, 1.3 million-square-foot outdoor shopping mall. Thousands of people visit there to shop, work, and eat. There are 57 spots where customers can enjoy food, and 31 of them offer takeout options. Yet out of 5,000 parking spots, only 3 cater to pickup orders.

This mall is unique to countless shops and restaurants. But this is also one of the main problems. 90% of the users we interviewed had a hard time navigating the mall, remembering where they parked, and locating their desired stores

Create a “smart map”, Mapply, that helps users navigate the roads safely, and get their orders effectively while reducing the amount of apps needed. It is specific to the Westfield Century City Mall, allows users to order food and has a built-in loyalty program.

As the Brand Experience Designer at Feedonomics, I pitched, developed, and implemented a new set of brand visual guidelines that were used across the company’s marketing and platform teams. The rebrand aligned Feedonomics’ best-in-class technology with a visual identity that would strengthen recognizability and attract enterprise clients.

The identity needed to work across the brand’s marketing and product teams. I also had to pitch changes to C-level stakeholders who had personal attachments to the old brand identity.

There were elements of the brand that needed a facelift rather than a redesign which would save us time and money. We also found that creating a strong foundation of basic changes by standardizing colors, typography, and, and visual style created a large impact.

Create a set of brand guidelines and templates that helped Feedonomics establish itself as a foremost technology in the marketing and advertising space.