CatFace
Build a resource library for cross-department collaboration. Design the corporate website unifying the branding across internal and public-facing material.
My Role:
Project Lead // Senior Web Designer
Date:
Jan 2023 - Present
Project Includes:
Brand Building, Web Design, Internal Resource Development
Defining the Brand
How the CatFace company got started & identifying internal problem areas with brand consistency
Section Includes: Background & Evaluation
Creating a Resource Library
Build an internal tool to cohesively promote the mission and ideals of the company across all projects
Section Includes: Development
Updating the Corporate Site
Redesign the previous corporate site, prioritizing a cleaner UI and updated brand messaging
Section Includes: Next Steps & Moving Forward
Background
How did CatFace start, and how has it changed?
CatFace is the parent company of Aphmau & MeeMeows. Aphmau started as a YouTube channel in 2012, creating gaming content in Minecraft. In 2021, the plush toy brand MeeMeows was created. Both brands have earned massive success- Aphmau gained over 25 million subscribers in 2026, and MeeMeows received achievements such as the 2025 National Parenting Product Award, as well as being featured in major retail stores such as Target, Smyths, Walmart, etc.
Since 2024, CatFace has expanded significantly, doubling their number of employees. As CatFace grows with the success of its sub-brands, the focus shifted to redefining the brands with future growth potential, creating internal tools ensuring brand consistency, and updating public facing materials.
Evaluation
What internal efforts can be made to unify the brand?
The main hurdles with so many new people and scaling these brands, was centered around effective communication between departments, and ensuring a cohesive quality of work/ messaging for public-facing materials.
Creating Guidelines
How do we ensure assets are being used properly across all departments and projects?
Organizing Onboarding Tools
What tools can ease new employees into the fast paced work environment and grow their confidence in understanding the brand?
Resource Availability
How can cross department assets be easily shared minimizing the amount of time being spent on locating resources?
Development
Creating a Resource Library
In order to create a tool that could be useful across the whole company, it was important to know the processes of departments individually then organize to reflect how the departments work together as part of a larger system.
After gaining better insight from department heads on their systems, I created an internal website acting as a library of resources including guidelines for the brand. The main navigation pages focus on providing an overview of all the departments, key responsibilities, and general types of resources employees can expect to find in department sub-folders.
Next Steps
Updating the Corporate Website
Once the internal website was figured out, it was time to update the Catface corporate website. The corporate website hadn’t been updated for three years and displayed outdated information that was no longer aligned with the brand.
I started by creating a new component library and brand guide to reflect the updates in the internal website.
using their brand colors in a more UX friendly and accessible manner
ensuring that all the brands under Catface looked like they belonged together
creating enough distinction with their branding to represent each identity individually
Final Thoughts
Considerations & Moving Forward
Since this is a public-facing website, many of my considerations centered around making sure fans and new comers alike could easily understand who we were, who we are, what we do, and how we intend to grow. Using the layout and information architecture, the goal was to explain how these brands come together, what makes them unique, and highlight the massive successes they’ve gained.
