Full Summery

​

Who They Are

Mastin Labs creates digital tools for photographers that emulate the timeless look of film. Their presets are trusted by professionals worldwide for their accuracy, quality, and soul. They are widely regarded as the gold standard in the category. With a deep reverence for film photography, the brand lives at the intersection of craft and technology.

 

The Problem

Mastin Labs had once been a category leader, but shifts in technology, user behavior, and generational trends had outpaced the brand. Mobile photography was on the rise, product options had grown cluttered, and a lack of clear messaging made it difficult for users both new and returning to know where to start.

​

Through a combination of user interviews and brand analytics, I uncovered three core issues: product overwhelm, inconsistent brand expression, and a flat, indistinct brand voice. At the time, Mastin Labs offered over 60 individual presets with minimal guidance, creating friction instead of clarity. I restructured the catalog into four distinct collections, each housing three film packs, to help users find the right look faster and understand the full value of the brand.

​

Alongside this systems work, I proposed and conceptualized a shift from one-time purchases to a subscription model. This positioned Mastin Labs for a more intuitive, scalable future and opened the door to a more modern, user-aligned product experience.

 

My Role

I led the project as the principal brand and product designer, collaborating with the founder and internal team to reimagine the brand across strategy, identity, and digital experience. My work included brand systems, digital asset organization, collateral redesign, and the development of a full messaging framework. Grounded in user interviews and analytics, my role was equal parts research, creative direction, and hands-on execution which created clarity across every layer of the brand.

 

The Solution

The work began with a website redesign, which served as the ideal lens for re-evaluating and evolving the brand’s visual system. From this foundation, I introduced updates to the brand’s identity and asset library, aligning it more closely with emerging goals around voice, clarity, and user engagement.

​

Next came messaging. I developed a comprehensive brand messaging guideline that defined how the brand speaks, its tone, values, and story. I identified under-leveraged product features that weren’t being clearly communicated across marketing or product touchpoints. This work included uncovering key audience pain points and segmenting photographers into distinct groups to surface messaging opportunities. Applying the new system across a range of collateral helped pressure-test and refine the brand guidelines, sharpening them for practical use and future growth.

​

To support ongoing brand expression and storytelling, I curated and organized a robust photography library, one of the brand’s most valuable marketing and messaging assets. This provided a consistent visual foundation for campaigns, promotions, and community engagement.

​

On the product side, I restructured the full catalog of more than 60 individual presets into four clearly defined collections, each containing three film packs. This reduced user overwhelm, improved decision-making, and increased product discovery by helping photographers explore presets they may not have previously considered.

​

Finally, I conceptualized a shift from a single-purchase model to a subscription-based offering. This opened the door for greater growth and long-term sustainability, validated through research and testing, and positioned the brand for a more modern, user-aligned business model.

 

Why It Matters

28% increase in sales within the first quarter after launch, along with measurable gains in user engagement and time on site.

​

This work brought clarity to every layer of the Mastin Labs brand. In strategy, messaging, product, and identity. It reestablished the company’s position as a leader in film-style editing by creating a more focused, navigable, and emotionally resonant experience for photographers. Internally, the new systems gave the team tools to move faster, collaborate better, and scale with intention.

​

By aligning brand story, product structure, and long-term business goals, this work set a foundation for sustainable growth and helped reestablish Mastin Labs as the benchmark in digital film emulation.

 

Key Deliverables

Brand & Messaging

• Updated brand identity, asset system, and guidelines

• Complete brand messaging guideline

• Full brand collateral redesign

• Curated photography asset library

​

Product & UX

• Website redesign and restructuring

• Restructured preset catalog (60+ products into 4 core collections)

​

Strategy & Research

• Audience segmentation and pain point discovery through interviews and analytics

• Conceptual strategy for subscription-based product model​