01 

The Pivot

Sometimes the best solutions come from unexpected pivots. I initially proposed a tool-sharing app where users could lend and borrow equipment within a community. However, research revealed a mismatch between what users want to borrow and what they’re willing to lend, limiting the app’s usefulness. 

​

These insights led me to rethink the concept—not as a setback, but as redirection toward a stronger, more cohesive value proposition. 

03

Branding goes beyond the logo.

This project was the first time that I used a customer journey map to guide the development of brand touchpoints. By considering the moment of interaction, customer thoughts, and actions, it helped me design touchpoints that are relevant and valuable to the target audience.

02

Differentiation requires strategy.

Analyzing competitors’ positioning and visual identities helped shape my design direction. By recognizing common visual patterns in the industry, I was able to avoid frequently used shapes and colour palettes such as literal eyes or glasses icons. Instead, it pushed me to think more innovatively. It encouraged a more intentional exploration of symbolism, drawing inspiration from nature and movement to represent the brand in a way that feels distinctive and conceptually aligned.