About Me
I am a graduate student focused on creating meaningful digital experiences through human-centered design. With an academic background in Computer Science and UX, I bridge technical expertise with a deep understanding of users (of course remembering that I am not the user).
My approach blends user research, iterative design, prototyping, and front-end development to create interfaces that are both usable and enjoyable.
Veraith
A sustainable brand experience exploring how visual systems can build trust, recognition, and emotional connection in eco-conscious fashion.
Project Overview
Veraith is a solo brand design project that grew out of my interest in sustainable fashion and how credibility is communicated online. I wanted to explore how a clear brand identity and thoughtful visual decisions could make sustainable shopping feel more trustworthy, approachable, and easy to navigate.
Rather than designing an entire e-commerce platform, I focused on a single core task flow: selecting a product, adding it to the cart, and proceeding to checkout. This allowed me to go deeper into the visual system, hierarchy, and interaction decisions that support a confident purchasing experience.
Brand Challenge
Many sustainable fashion platforms rely heavily on messaging to communicate their values, but often fall short in visual clarity and usability. As a result, users may feel uncertain about product quality, brand values, or where to focus their attention while shopping.
Brand Strategy
My strategy focused on using consistency and visual hierarchy to reduce cognitive load and guide users through the experience with confidence. I made intentional choices around spacing, contrast, and tone to support recognition and reinforce Veraith's sustainability values without overwhelming the interface.
Visual direction exploration: early moodboard to establish tone, colour palette, and overall aesthetic direction for the brand identity
Identity System
The identity system uses a neutral, grounded colour palette paired with refined typography to communicate calm, quality, and transparency. Hierarchy and layout rules were designed to be flexible, allowing the system to scale across different screen sizes while maintaining a consistent brand feel.
Identity system in context: demonstrating how typography, colour, and spacing maintain consistency while adapting to desktop, tablet, and mobile viewports
Application & Responsiveness
The system was applied across desktop, tablet, and mobile layouts, adapting components and spacing to each context while preserving visual consistency. This helped me think more critically about how brand systems behave in real-world, responsive environments.
Final screens: High-fidelity designs showing the complete purchase flow with brand identity applied across key touchpoints
Scope & Focus
This project does not represent a fully built e-commerce platform. Instead, I intentionally focused on a single, high-impact task flow to explore how brand systems and interaction design work together at a critical decision point in the user journey.
Reflection
This project strengthened my understanding of how branding extends beyond aesthetics into usability, perception, and trust. If I were to continue this work, I would explore applying the system to print to further test out its flexibility across physical and digital touchpoints.