WikiExpert – João Miranda

Building an identity: 5 years of art direction for an online expertise platform.

To find the most relevant expertise is not an easy task. WikiExpert is a startup platform that connects people with knowledge – offering curated articles and the opportunity to engage directly with experts via video calls. I developed the brand identity from the ground up and designed the app experience.

WHO

WikiExpert

WHEN

2018-2022

WHAT

Art Direction, Branding, Editorial, Web, UX, Motion Graphics

Branding

How to make expertise look appealing and trustworthy?

The challenge was to create a cohesive and credible visual language that could cover a wide range of expertise – from life coaches and math tutors to psychologists, lawyers, and academics. The brand needed to feel accessible and popular (not elitist), while still professional and business-driven. The result was a mix between a library-like sense of knowledge and a commercial, Netflix-inspired appeal.

Pitch Deck

Iterating branding through storytelling

As a young startup, WikiExpert needed not only to attract users but also to convince investors. The pitch deck was central to this effort. Beyond its business role, it became a design lab for the brand: through multiple iterations, I explored visual directions and refined the narrative, which later influenced the overall identity of the platform.

Website & APP

The platform for expertise

WikiExpert combines articles, video calls, and direct payments in a single platform. Users can easily read articles and contact the authors directly for consultations. The solution focused on clarity and approachability: clean layouts for easy-to-read articles, author images to build trust, and clear calls-to-action so users can seamlessly reach out to article writers for direct consultation.

Website & APP

How to teach users to present their work and follow best practices for video calls?

When WikiExpert launched (pre-COVID), video calls weren’t yet mainstream. Many users had no prior experience running an online business. To address this, I designed onboarding guides that helped experts present their work, publish articles, and follow best practices for video calls.

Communication collateral

Banners

I created a set of website banners as part of an iterative design process, exploring variations in copy and imagery to test user response. The goal was to optimize engagement and click-through rates, refining visual direction and messaging to better capture the attention of new users.

Communication collateral

Images for articles and social media

I designed a large set of visuals for articles on the website and for social media. Since the articles were a key driver for attracting new users through SEO, the visuals played an important role in making complex topics clear and approachable, while also reinforcing the brand identity.

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