Date: V1-2018,V2-2020
Role: Senior Designer
Responsibilities: Build internal site, Build CMS structure, design new brand identity and voice and tone — Aligning company culture through the internal resource tool

The company started off with letting fans request and return tickets to sold out shows. Over the years, we have expanded product capabilities that make us rethink what Lyte stands for and how to communicate that within the company and to our fans.

Updated on Aug 2020

Version 2 Internal Website Goal

How can we build the platform to bridge on our commonalities rather than our differences?

People at Lyte started to lose connection with one another. From 2018-2020, we have grown from 8 to 80 people across 8 offices and 2 time zones. Plus COVID 19 work from home shift and all the social debates.

[fig 1] Version2, internal site

Version 2 Internal Website Improvements

Build for the long-term

Improved upkeep-ability 

A platform is dead unless people can easily build on top of it. We built a CMS and components for the HR team. And added submission forms in sections to encourage engagement and contribution.

Better content

Tailor content that speaks to everyone at our company. We added content not only for designers but teams across different offices and countries. Like community events and discussion boards.

Launching v2 in a month

We needed this platform to support all the changes the world went through in 2020. Timely content is an utmost priority. HR and I decided to build the site on Webflow so that we don't have to allocate our engineering resource. This also allows a seamless and quick launch, we started restructuring the site on Sep and will be launching version 2 on Oct 2020.

[fig 2] Webflow workspace

2018 Jan

Redesigning our brand

Fill Every Seat,Make Ticketing Magical for Fans

We empower every fan to get and return tickets without price gouging or fraud. And every rights-holder to have control over their secondary ticketing revenue and data, to guard their fan's experience.

We want to serve as the protocol to protect and enrich all parties.

The Lyte Wire

A single continuous line, that weaves through the live events ecosystem, powering and connecting. Subtle in presentation, yet full of energy and power to be tapped into.

The conduit through which our brand strategy travels: the power up and protocol is transmitted through “The Lyte Wire”.

[fig 3] Brand Guide

The Brand Guide

It takes everyone at Lyte not just the design team to implement the brand across all our touchpoints. We soon launched the brand guide and sent out swags to raise the awareness of the brand.

Voice and Tone

We set up the voice and tone guide and writing principles when we were launching the help center, the principles help the team to hold up to the same standard when publishing the article.

Balance between verbal and visual communication

Using visuals to communicate the message can leave a lasting impact on fans and clients, but may be open to interpretation. Using language alongside visuals provides context to the image and ensures the meaning of the message is clear. Verbal communication, whether written or spoken, is considered to be easier and more straightforward.

Writing in different emotional experiences

Our fans come to us when they're experiencing complicated emotions. Either they didn't get tickets or they got the tickets but can't make it anymore. We're here to quell their concerns. Writing in Lyte should be extra careful about the context of the journey, providing the information with the right tone that suits their emotional states.

Always think about user needs and business goals

Our fans and clients are always in the center of our heart. Whenever talking to them, we should always put their needs first. By seeking out chances to share Lyte's mission, we are evangelizing future brand advocates.

[fig 4] Version1, internal site

V1 Internal Website Goal

Advocate the Brand Efficiently

Version 1 was launched on Jan 2019. With the primary goal of introducing the new brand across the company by providing relevant design assets.

Justin Director of Client Service

This is literally the most useful resource at Lyte!!

Credits and thanks to

Alexandra, Copy support
Karina, Caitlin, HR
Amadeo, Brand creative direction
Jon, Graphic design