The Growth App is a digital platform focused on personal development and growth. I was brought in as Lead Designer to modernise the brand and redesign the digital experience, addressing inconsistencies in visual identity and usability across the existing website and app.
Company
The Growth App
Timeline
2022
—
2025
Role
Lead UX/UI Designer
Project overview
The project focused on a full brand and UX transformation, covering both the visual identity and the end-to-end digital experience.
As Lead Designer, I led:
A brand redesign, including logo and identity
A UX rebrand of the existing website
A redesigned app experience, aligning product usability with the new brand direction
The goal was to create a cohesive, credible, and scalable identity that better reflected the platform’s purpose while improving clarity, navigation, and engagement for users.
UX & Brand Process
1. Discovery & Audit
Conducted a full audit of the existing:
Brand identity
Website experience
App design
Identified inconsistencies across tone, visual language, and interaction patterns.
Reviewed user flows to understand friction points and opportunities for simplification.
2. Brand Redesign & Identity System
Redesigned the logo to better reflect growth, progress, and clarity.
Developed a refreshed visual identity, including:
Colour palette
Typography
Iconography
Brand usage principles
Ensured the new identity could scale across web, mobile, and marketing touchpoints.
3. UX Strategy & Information Architecture
Reworked information architecture to improve:
Content hierarchy
Navigation clarity
User flow efficiency
Defined experience principles focused on simplicity, focus, and motivation.
Ensured brand and UX decisions reinforced one another.
4. Website & App UX Design
Redesigned the website experience to align with the new identity.
Led UX and UI design for the app, creating:
Clear user journeys
Consistent interaction patterns
Visually cohesive screens
Balanced aesthetics with usability and performance.
5. Design System & Handover
Created reusable components and patterns to support future growth.
Provided design documentation to support development and iteration.
Ensured smooth handover for implementation.
Challenges
Modernising the brand without alienating existing users.
Aligning brand identity with functional UX improvements.
Designing for scalability with a growing product roadmap.
Balancing strategic direction with hands-on delivery as a sole Lead Designer.
Results
Delivered a cohesive brand and UX rebrand across website and app.
Improved clarity, consistency, and usability across key user journeys.
Provided a scalable design foundation to support future features and growth.
Strengthened the platform’s visual credibility and product maturity.
Positioned The Growth App for continued evolution and expansion.
Leadership & Ownership
Acted as sole design owner, setting vision and executing across brand and product.
Partnered closely with stakeholders to align on direction and priorities.
Bridged brand, UX, and product thinking into a single cohesive system.
The Growth App is a digital platform focused on personal development and growth. I was brought in as Lead Designer to modernise the brand and redesign the digital experience, addressing inconsistencies in visual identity and usability across the existing website and app.
Company
The Growth App
Timeline
2022
—
2025
Role
Lead UX/UI Designer
Project overview
The project focused on a full brand and UX transformation, covering both the visual identity and the end-to-end digital experience.
As Lead Designer, I led:
A brand redesign, including logo and identity
A UX rebrand of the existing website
A redesigned app experience, aligning product usability with the new brand direction
The goal was to create a cohesive, credible, and scalable identity that better reflected the platform’s purpose while improving clarity, navigation, and engagement for users.
UX & Brand Process
1. Discovery & Audit
Conducted a full audit of the existing:
Brand identity
Website experience
App design
Identified inconsistencies across tone, visual language, and interaction patterns.
Reviewed user flows to understand friction points and opportunities for simplification.
2. Brand Redesign & Identity System
Redesigned the logo to better reflect growth, progress, and clarity.
Developed a refreshed visual identity, including:
Colour palette
Typography
Iconography
Brand usage principles
Ensured the new identity could scale across web, mobile, and marketing touchpoints.
3. UX Strategy & Information Architecture
Reworked information architecture to improve:
Content hierarchy
Navigation clarity
User flow efficiency
Defined experience principles focused on simplicity, focus, and motivation.
Ensured brand and UX decisions reinforced one another.
4. Website & App UX Design
Redesigned the website experience to align with the new identity.
Led UX and UI design for the app, creating:
Clear user journeys
Consistent interaction patterns
Visually cohesive screens
Balanced aesthetics with usability and performance.
5. Design System & Handover
Created reusable components and patterns to support future growth.
Provided design documentation to support development and iteration.
Ensured smooth handover for implementation.
Challenges
Modernising the brand without alienating existing users.
Aligning brand identity with functional UX improvements.
Designing for scalability with a growing product roadmap.
Balancing strategic direction with hands-on delivery as a sole Lead Designer.
Results
Delivered a cohesive brand and UX rebrand across website and app.
Improved clarity, consistency, and usability across key user journeys.
Provided a scalable design foundation to support future features and growth.
Strengthened the platform’s visual credibility and product maturity.
Positioned The Growth App for continued evolution and expansion.
Leadership & Ownership
Acted as sole design owner, setting vision and executing across brand and product.
Partnered closely with stakeholders to align on direction and priorities.
Bridged brand, UX, and product thinking into a single cohesive system.