I joined Tapiture in 2013. It was an up and coming social & ecommerce startup. I spent the next year and a half plugging away with the original styling before finally getting a chance to rebrand the company.
The refresh of Tapiture was created to increase engagement with content in the app. The discovery view was created to be both an easy way to interact with content and help our newly created recommendation learn your preferences. Eventually the discovery view would recommend people, collections and tags to follow in your feed.
Find me a unicorn start-up with a traditional navigation (sans Facebook).
Can you? It's pretty rare. The goal for Tapiture was something new and
fresh, filled with user delight and easy one handed use. The ol' traffic test is a good way to figure
out if the app is intuitive or not (don't do it in California). I spent a great deal of time
brainstorming and prototyping an experimental navigation.
Along with a new logo comes all the assets. All the way down to emails. The new branding was created to be more gender neutral and sophisticated.