As an early designer at CRCLR, I had the opportunity to shape the visual identity of the brand into a more modern direction. I had the opportunity to work on graphic design, design systems, product visualization and brand voice documents that created a consistent brand across CRCLR products.
Year:
2025
Responsibilities:
Branding
UI Design
Design Systems
Logos & Icons
The logo design went through many iterations but ultimately went in a fun easter egg direction from a design i made on a whim. The icon is made from a circular cut out of the letters R & C which while promoting the reusing component aspects of farming also is a nod to the name “circular”
Renders & images
I rendered dozens of hero shots for the website and marketing departments during my time with circular. We adopted a serious direction showing orthographic views of the products with occasional panning shots heavily inspired by apple.
Colours & tokens
I inherited the colour system from the previous designer. The initial scheme was a serious and dull blue that I expanded to brighter more saturated colours to bring a more modern and accessible feeling.
Components
Hundreds of component iterations were created for the web, some basic like search or drop downs and some incredibly complex graphing interactions. The overall intention was to make a friendly and understandable system that fit the needs of new and experienced farmers alike.
Illustrations
A handful of illustrations were created for the more informative parts of the UI. These were made to be semi realistic as they usually are related to a real physical action.
The UI is now being used across the app in various walkthroughs. It spans commissioning, connection, calibration & device tasks while remaining consistent and responsive.
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