Brand IdentityUX Strategy2024

Shrödin
Album

A concept-driven brand system for an AI-powered photo management app — built around the idea that unobserved memories exist in a state between meaningful and meaningless.

Role
Brand Strategist · Visual Designer
Scope
Strategy · Identity · UI Design
Duration
Mar – Nov 2024
Contribution
100% Solo
01 —

Project at a Glance

Shrödin Album is a cross-platform photo management service that helps users rediscover, organize, and meaningfully engage with their photo libraries through AI categorization and gamified interaction.

40K+
Avg. photos per user going unreviewed
3
Core user pain points identified via research
6
In-depth interviews (3 intl., 3 Korean users)
1
Unified brand metaphor driving all decisions
02 —

Why Photos Go Unnoticed

User research revealed a consistent pattern: people take hundreds of photos, rarely revisit them, and struggle with disorganized libraries.

01
Organizing feels overwhelming
"I don't even know where to start — it's too tedious."
02
Photos are out of sight, out of mind
"I forget what I've even taken. I'd love something that nudges me."
03
Sharing across devices is a pain
"Moving photos between devices one by one is exhausting."
03 —

Schrödinger's Photo

?
→
Dead+Alive

In quantum mechanics, Schrödinger's cat exists in a superposition — simultaneously alive and dead until observed. Unviewed photos share this same duality.

The moment of observation collapses the superposition. Shrödin Album is the act of opening the box.

"Before you look, your photos are neither meaningful nor meaningless. Shrödin helps you observe."
Brand Positioning Statement
04 —

From Dead to Alive

As-Is · Dead 死
Forgotten & unobserved
Cluttered & overwhelming
Static, rarely revisited
Takes up space, adds no value
→
To-Be · Alive 生
Actively surfaced & seen
Organized & navigable
Woven into daily life
Emotionally meaningful
05 —

My Nearest Reminder

Pillar 01
My
개인맞춤형
AI-powered, deeply personalized to each user's memories, behaviors, and preferences.
Pillar 02
Nearest
일상과 밀접한
Integrated into everyday life — not something you visit once a year to clear storage.
Pillar 03
Reminder
기억보관함
A living archive that resurfaces the moments you didn't know you missed.
06 —

From Schrödinger to Shrödin

Shrödin
Album

Schrödinger's cat → Shrödin Album

The umlaut (ö) is a visual anchor — it nods to the scientific origin and adds distinctiveness in a category full of generic app names like "Photos," "Gallery," and "Memories."

07 —

Poison Palette

Green and purple are oppositional on the color wheel — alive and dead, observed and unobserved. Neither color is "safe." That's intentional.

Green Poison
#00FF85 · Primary
Purple Poison
#8000FF · Primary
Light Gray
#D9D9D9 · Secondary
Dark Gray
#808080 · Secondary
Black
#000000 · Foundation
08 —

What Made This Work

Concept first
Every visual decision traces back to Schrödinger — the name, colors, logo, motion, and IA all share one origin.
Research-grounded
Six in-depth user interviews shaped the problem framing before a single pixel was designed.
System thinking
The brand scales from a 16px app icon to a full marketing surface — tested at every scale.