FamClub
-
Creative Director, Designer
-
2017, 2016
-
Reatro Ventures
-
Creative Director: Matthew Pappas
Designer: Cristian Melendez -
I oversaw and shaped FamClub’s brand and visual identity—including the design of the physical subscription box—while leading mobile app design, national marketing campaigns, and photo/video shoots with post-production, collaborating closely with the CEO throughout.
FamClub is a playful productivity platform designed to spark connection and collaboration within families. It transforms everyday routines into joyful rituals by letting family members set shared goals—like quality time, chores, or screen-free moments—and unlock real-world rewards together. Each month, families receive a curated box of surprises, turning achievement into celebration and strengthening bonds along the way.
Building The Brand
The goal was to capture the essence of family fun in a single, memorable image. I created a custom icon that playfully combined the idea of a reward box with the joy of family togetherness. To ground the visual identity, I chose a modern, square typeface that adds structure and a contemporary edge while remaining approachable. A vibrant color palette was layered in to inject energy, excitement, and a sense of playful discovery throughout the brand experience.
Special Delivery
The box was designed to be more than just packaging—it’s the moment of celebration made tangible. I aimed to create an experience that would spark excitement the instant it landed on a family’s doorstep, especially for the kids. The bold brand blue wraps the box in energy and recognition, while playful custom lockups featuring the logo turn it into a visual cue for fun and achievement. To add a personal, collectible feel, I designed a series of custom box number stickers—transforming each delivery into a uniquely special moment of surprise.
Fridge Goals & Family Gold
Designing the FamClub app meant bringing an entire family ecosystem to life—one that was both playful and intuitive. I crafted over 30 cohesive screens covering 15 unique experiences, all rooted in the brand’s vibrant identity. From the interactive FamClub Fridge to a built-in wallet and custom task manager, each feature was designed to spark engagement, simplify coordination, and make everyday family life feel a little more like play.
Gamifying Everyday Wins
To encourage motivation and celebrate progress, I designed a system of over 50 custom badges to be earned throughout the app. Each badge was crafted to feel like a small victory—rewarding everything from finishing tasks early to upgrading to the ad-free version. These digital trophies not only added personality and delight to the user experience but also reinforced positive habits and playful family engagement.
