Decision 01
Build the system before the screens
- Problem
- Parallel products need a common base.
- Evidence
- Starting from zero.
- Decision
- Define brand and UI rules first.
- Trade-off
- Slower first screens.
- Validation
- Review consistency across apps.
- Client
- iBerry Solutions
- Industry
- Education technology
- Timeline
- Oct 2010 to Aug 2012
- Technologies
- Brand identity, UI design, Animation
Project Overview
Joined as the design owner for the company’s brand and product experience, building brand identity, UI system, and UX from zero through launch.
Designed layouts, visual assets, and animation for digital learning content.
My role
- Brand identity from scratch: visual language, guidelines, and assets
- End-to-end product design across multiple platform applications
- Technical direction to team members across concurrent projects
- Presented design concepts for client approval
Key Features
- Cross-platform visual and interaction language
- Digital media and content design for learning
Challenges & Solutions
Challenge: Building brand and product experience from zero
Solution: A single identity and UI system carried through wireframes, prototypes, and launch across apps.
Takeaways
0→1 brand and product design for a digital-learning company.
At a glance
My role
Brand identity from scratch: visual language, guidelines, and assets
Timeline
Oct 2010 to Aug 2012
Education technology
Key decision
Define brand and UI rules first.
Evidence on this page
1 built, 0 provisional, 0 illustrative, 0 planned
Each outcome below is labeled.
// The problem
What was getting in people's way
How to read this page: the outcomes marked Built are results I can stand behind. Personas, decisions and the problem framing are my design reasoning for this product and are not interview findings. Measured numbers are added only where I hold them.
At iBerry I was the design owner for the brand and product experience. Starting from zero, I built the brand identity, the UI system and the UX across several digital learning applications through launch.
No brand to start from
The company needed a visual identity that worked across products.
Several applications at once
Multiple learning products ran in parallel.
Learning content design
Layouts, visuals and animation had to support understanding.
// Strategy
From business problem to measurable outcome
KPIs are what the product is built to move. They are targets until a measured result is shown.
One identity and UI system carried across every learning application.
| Business problem | Product capability | KPI | Intended outcome |
|---|---|---|---|
| No identity | Brand visual language and guidelines | Consistency across products | Recognisable brand |
| Parallel products | Shared UI system | Reuse | Faster delivery |
| Content clarity | Layouts and animation for learning | Learner comprehension | Engaging content |
No brandtoBrand identity with guidelines
One off screenstoA shared UI system
Static contenttoDesigned layouts and animation
// Users
Who the product is for
Provisional personas, derived from the workflow and the roles involved. They are not interview findings.
Learner
Understand and enjoy the content
- Clear layout
- Engaging visuals
Educator or client
Approve and use the product
- Concept presentations
- Consistent look
Development team
Build from design
- Assets
- Guidance
// Capabilities
What the app can do
A capability map of what the product is designed to do. It describes design scope, not a feature audit.
Brand identity
Visual language, guidelines and assets.
UI system
Shared components across applications.
Learning layouts
Screens designed to support understanding.
Animation
Purposeful motion in learning content.
Cross application consistency
One identity across several platforms.
Prototypes
Clickable concepts for client approval.
Launch assets
Visuals and specs ready for development.
Team direction
Technical guidance for other designers.
// Scenarios
A new learning app
The team starts from the shared system and has a branded prototype in days.
Client approval
Concepts are presented side by side and the client approves one direction.
Launch
Final assets and guidance go to development with one consistent look.
// Process
How I ran the design lifecycle
Stage 01 of 5
Brand
Visual language, guidelines and assets built from scratch.
// Design decisions
Problem, evidence, decision, trade-off, validation
Each decision is written the same way so the reasoning can be checked.
Decision 02
Present concepts early
- Problem
- Client approval can block launch.
- Evidence
- Approval workflow.
- Decision
- Show concepts before detailing.
- Trade-off
- Possible rework on feedback.
- Validation
- Approval at each stage.
Decision 03
Design for learning clarity
- Problem
- Learners need focus.
- Evidence
- Education design principles.
- Decision
- Clean layouts with purposeful animation.
- Trade-off
- Restraint on decoration.
- Validation
- Informal learner feedback.
// Outcomes
What exists, and how sure I am
Built
Brand and product from zero to launch
Brand identity, UI system and UX delivered across multiple digital learning applications.
// Leadership
My contribution, what is next, what I learned
// What I did
- Brand identity from scratch
- End to end product design
- Technical direction to team members
- Client concept presentations
// What is next
- Archive visuals of the identity and screens
// What I learned
Zero to one work rewards a small, strong system. One set of rules carried across every product saved more time than any single design.
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