As the founding designer of FRIDAY, a private, personalised shopping assistant, I transitioned from global FMCG campaigns to shape this product's creative vision from day one. Working alongside the development team, I executed all branding, marketing, user journeys, and UI design. The core experience centres on a web app, supported by a Chrome extension that learns your shopping history and habits to create a unique, personalised TasteGraph. I drove the high-level strategy and handled every piece of the hands-on implementation.
This case study showcases my original 0-to-1 brand architecture, lean identity, and UI. Please note that the current live product has been altered post-handoff and no longer reflects these uncompromised foundational designs.
Built for speed without sacrificing polish. I engineered a lightweight, scalable visual identity designed specifically to secure early-stage funding. It laid down the geometric, typographic, and colour rules necessary to launch a premium MVP fast.
The central hub. I designed the interface to be intentionally invisible. The UI is stripped back so the user's curated products take absolute focus. I used a persistent, ambient gradient as the visual anchor. It maintains a strong brand presence without competing with the core utility. A recorded Figma prototype demonstrates the intended fluid user experience prior to development handoff.
