April 8th, 2025 | 3 min read
While rocking my baby daughter to sleep, I grabbed my cellphone with my free hand to avoid falling asleep myself. I resisted the urge to open social media and opened FamilySearch instead, to work on my family tree.
Navigating one-handed was tricky because I had to pinch with two fingers to zoom in and out. So I started brainstorming possible solutions. During that process, I realized it could also be fun to explore ways to make the interface more appealing to younger audiences.
A SENSE OF PURPOSE
If the experience doesn't contribute to a cause greater cause, the motivations will anchor in extrinsic rewards.
I knew FamilySearch was about a lot more than creating a family tree, but I needed something straight to the point to help users feel a sense of responsibility and epic meaning right away.
I checked the FamilySearch website to find any documentation on branding, but I didn’t find much. I came across sentences like “Contribute to the global, unified family tree for mankind” or “Feel a closer connection to the past,” but I was looking for something shorter and deeper.
After brainstorming ideas using AI, I landed on the tagline "The Story is Yours". This carries dual significance — connection and responsibility. You can dive deep into details in the graph bellow:
The current logo is pretty literal. It’s a family tree with squares representing each person. The interface and visual identity feel very institutional and not very "fun". However, the social media team is doing something new. They are currently using a pattern formed by squares, solid shapes and more vibrant colors. What if we explore that direction and bring that same vibe to the interface itself?
A sample of current visual elements
The goal is to apply subtle gamification techniques. But I also began to wonder:
Would younger people feel more drawn to a visual identity that feels more technological or even slightly game-like?
I noticed the social media team has been doing a great job creating visuals that feel youthful and modern. I had thought about using the squares as pixels, hinting that each person is a building block in the family tree. To my surprise, their recent visuals are exploring something very similar — using small solid squares, warm colors, and simple shapes to bring a sense of playfulness and familiarity.
A sample of current visual elements
What if we took that idea even further and brought the same aesthetic into the interface itself? I experimented with a pixel-like, square-based pattern across the experience, exploring how it could bring visual consistency and a playful energy. I also had some fun imagining a new logo that follows the same logic.
What if we took that idea even further and brought the same aesthetic into the interface itself? I experimented with a pixel-like, square-based pattern across the experience, exploring how it could bring visual consistency and a playful energy. I also had some fun imagining a new logo that follows the same logic.
