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dude

Designetc.Designetc.Designetc.Designetc.Designetc.Designetc.Designetc.Designetc.Designetc.Designetc.Designetc.

Freelance Product Designer and Visual Director based in London. Second year Computer Science at UCL. Can read and write.

Clients

DigiThera [YC '18]
Limbic [EF '18]
Wanderpay
Airtime Rewards
SmarterQueue

Branding. Visual Direction. Landing. 2018.

DigiThera

At the start of this year I was approached by the guys behind the award-winning QuitGenius app to develop a brand for an umbrella company that reflects the team's ambitions to become an industry leader in digital therapeutics. The process of establishing early brand foundations was particularly fun and engaging, helped by the eagerness of the QuitGenius team to join the design conversation and rapid feedback cycles. All of this culminated in a brand summary doc and Figma inspiration canvas which eventually led to a finalised landing page (digithera.ai) after multiple logo and web iterations. During the initial exploration stages of the project the team was drawn towards the identities of Thriva and Big Health - keeping this in mind, I settled for an approachable and human-centred brand for DigiThera which aims to excite through playful illustrations/micro-animations, a relaxed tone of voice and a bold font pairing. The site went live just before DigiThera's feature on TechCrunch, giving the team a chance to gauge early interest in the new landing page.

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App Redesign. Landing. 2018.

Airtime Rewards

Airtime Rewards allows retailers, including the likes of Waitrose and Debenhams, to pay for your mobile bill on any network when you spend in-store. The team approached me in November 2017 to rethink their mobile experience on iOS and Android, with their previous user interface feeling outdated and in need of a face lift. The main aim here was to make the product feel memorable enough that users would be enticed to come back to the app to check on their balance and redeem rewards, but also retain the original quiet and functional character.

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By moving away from dark blues and greys towards pastel tones and bright highlights, the UI became lighter and more approachable. This friendly vibe was also carried through to the user flow - the process of 'cashing out', which applies your in-app balance to your next phone bill, was simplified to address some of the issues of the previous interface. The biggest change can be seen in the retailer section where a single feed of retail partners was replaced with a more dynamic home screen where the user can sort and filter through Airtime Reward's growing list of supported retailers.

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The app redesign was followed up by a landing page overhaul in 2018 that bridges the mobile and web identities under a single design language. The main objective here was to improve conversion across the site while also simplifying the core message of the product. Currently under development.

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Branding. Visual Direction. Landing. 2018.

Limbic

Limbic wants to humanise the world's computers by endowing them with an ability to read emotions, starting with stress detection for mobile applications. After Limbic secured a seat at Entreprenuer First in London, I teamed up with Ross and Bas to develop a brand and visual direction that reflected the team's ambitions to become an indsutry leader in EQ recognition. I was particularly excited about this one - the novelty of the idea and the lack of obvious competitors meant that I could have free reign over Limibc's look and feel, while the brand characteristics that were established early on (authoritative but playful, edgy but approachable) led to some interesting constraints and challenges.

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limbic logo

In the end a wordmark was crafted to complement the icon, with both elements reflecting Limbic's personality and internal values. I wanted to find a font that simultaneously conveyed authority, playfulness and rebellious innovation, but after coming up short I decided to go with a tailored wordmark which expresses these qualities through its contrast between geometric curves and sharp edges. The icon continues the narrative and begins to hint at what Limbic is all about - the abstract bundle of lines can be interpreted as both a flow of data and a shift in emotion, emphasised by the subtle gradient, but taking place inside something rigid (ie. a phone). Of course I had to hide an 'L' in there too.

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The landing page introduces Limbicans for the first time - Limbic's playful mascots that help to embody and humanise the brand. After a bit of research into the different formats that emotions can take and mediums they can travel through, I settled on hinting at emotional states and changes through colour (gradients) and shape (eg. the body language of each Limbican), while moving away from overly explicit depictions of emotion such as facial expressions. The brief for this page was to get something up and running as quickly as possible - you know how it is, move fast blah blah break things blah - but V2 is already in the works and looking pretty damn nice so stay tuned.

Branding. Visual Direction. Product. Landing. 2017.

Wanderpay

Having secured funding Flyto was looking to rebrand into Wanderpay and position themselves as a major player in the travel finance sector, allowing travellers to spread out the cost of their travel expenses. I was tasked with creating a new identity and visual direction for the company which included the logo, brand guidelines, landing page and the product. The challenge here was to unite the b2b and b2c branches through common visual elements but change the voice / narrative accordingly, while also making the transition from a focus on flights [Flyto] to everything travel related [Wanderpay].

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The final logo originated from Wanderpay's mission statement - to help people see the world. The meandering curves represent a sense of effortless discovery and spontaneity, something that comes hand in hand with the financial freedom that Wanderpay offers. The logo also hints at the letter 'w', therefore connecting the name of the brand with the meaning behind it. Scalability is a major strength of this mark as it remains sharp when scaled down and placed alongside PayPal, MasterCard and other payment providers in checkout flows on various travel sites.

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Crafted illustrations were favoured over stock photos to strengthen the brand and keep consistency across the landing page and product. Purple—green colour combinations became associated with b2b and purple—yellow with b2c. See the landing page live on the Wanderpay site.

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University Project. Article. Design. Development. 2017.

Intelligent Systems

Originally a Comp Sci team project at UCL, the Team 18 website tells a story of Intelligent Systems. I was in charge of the design and front-end side of things which gave me a nice opportunity to experiment with some new typography, illustration and development techniques.

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