Project Type: Product Design, UX Strategy, Brand & Marketing System
Context: Senior Thesis Project
Scope: End-to-end product, brand, and marketing development
Deliverables: Working prototype, brand system, marketing assets, gallery exhibition
Designed and prototyped Balance, a conceptual social platform focused on healthier engagement, supported by a complete brand, UX strategy, and marketing system.
Brand Design
Developed a full brand system aligned with the platform’s mission.
Included:
- Logo design and brand marks
- Color, typography, and visual language
- Brand voice and messaging principles
- UI and marketing design systems
Marketing & Communication
- Wrote marketing and product copy
- Designed brochures explaining the platform concept
- Created posters and promotional materials
- Designed branded merchandise, including notebooks, t-shirts, hoodies, and stickers
UI & Product Design
UI Design
- Designed modular UI components and icon systems
- Established visual hierarchy and interaction patterns
- Ensured UI aligned with brand tone and UX goals
Product Design
- Created wireframes to map core user flows
- Designed high-fidelity screens for key app features
- Built a working prototype to demonstrate functionality and interaction
Cross-Campus Integration
The project extended beyond a single department.
- Integrated design and art programs across multiple schools within City University of New York
- Positioned Balance as a platform relevant to a broader academic community
Exhibition & Outcome
At the end of the semester, the project was selected for a gallery exhibition, showcasing the product, brand, and supporting materials.
The exhibition demonstrated:
- A cohesive product narrative
- Clear visual communication
- Strong alignment between UX, brand, and marketing
