Justina Fu

Justina Fu

About

About

Résumé

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Product & brand design · portfolio

Product & brand design · portfolio

I lead complex product and brand problems from ambiguity to scalable execution.

I lead complex product and brand problems from ambiguity to scalable execution.

I lead complex product and brand problems from ambiguity to scalable execution.

I’m a product and brand designer who translates strategy into coherent customer experiences, scalable systems, and implementation-ready product direction.

I’m a product and brand designer who translates strategy into coherent customer experiences, scalable systems, and implementation-ready product direction.

I’m a product and brand designer who translates strategy into coherent customer experiences, scalable systems, and implementation-ready product direction.

View selected work

View selected work

About me

About me

Selected work

Selected work

2026

Brand-to-product systems

Design systems

Rebrand case study

Rebrand case study

Rebrand case study

Reserved for the rebrand case study: translating a new identity into coherent product experiences and a scalable system.

Reserved for the rebrand case study: translating a new identity into coherent product experiences and a scalable system.

Coming soon

Summer 2025

Consumer engagement

Campaign systems

Turning a year-end recap into an experience people vote in

Turning a year-end recap into an experience people vote in

Turning a year-end recap into an experience people vote in

Designing the Likewise Choice Awards across audience participation, editorial storytelling, campaign expression, and responsive product surfaces.

Designing the Likewise Choice Awards across audience participation, editorial storytelling, campaign expression, and responsive product surfaces.

Concluded · ~6,600 unique voters

Spring 2025

Subscription strategy

Paywall design

Designing Likewise’s first paid subscription experience

Designing Likewise’s first paid subscription experience

Designing Likewise’s first paid subscription experience

Taking Likewise Plus from pricing and packaging through paywall, upgrade, and account states in about six weeks.

Taking Likewise Plus from pricing and packaging through paywall, upgrade, and account states in about six weeks.

Live

Summer 2022

Daily habit & retention

0-to-1 product

Turning a daily game habit into an engagement engine

Turning a daily game habit into an engagement engine

Turning a daily game habit into an engagement engine

Connecting Likewise Arcade’s daily games to the wider product through streaks, sign-in gating, and shareable results.

Connecting Likewise Arcade’s daily games to the wider product through streaks, sign-in gating, and shareable results.

Became the most-trafficked area of Likewise.com

I work where product, brand, content, and systems meet.

I work where product, brand, content, and systems meet.

I work where product, brand, content, and systems meet.

I’m most effective when the problem is ambiguous, the experience crosses multiple surfaces, and the final design needs to work in both a strategic presentation and a real implementation.

I’m most effective when the problem is ambiguous, the experience crosses multiple surfaces, and the final design needs to work in both a strategic presentation and a real implementation.

More about my approach

Get in touch

I’m open to Senior, Lead, Staff, and Principal Product Design opportunities.

I’m open to Senior, Lead, Staff, and Principal Product Design opportunities.

Email me

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Product & brand design for complex consumer ecosystems.

Product & brand design for complex consumer ecosystems.

Résumé

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