Quilly
DISCIPLINE
UI/UX Design
Visual Identity
Branding
TIMELINE
3 Months
ROLE
UI/UX Designer
INFO
Quilly is a femme-centered platform built around a simple but powerful idea: creating space where women don't just meet people, they find their support system. I had the privilege of translating this mission into a visual identity that fueled their relaunch and authentically captured their vision of connection and community.
STRATEGY
Leading the rebrand, I examined Quilly's history, rooted in early internet connections. This insight inspired the creation of a multi-layered, exciting identity that works as more than a signifier. 2D explorations hold a distinct sense of nostalgia, care-free exploration, and play, expressing everything Quilly stands for.
This identity system was built to evolve across the web, social media, mobile app, and marketing. Versatility, recognizability, and interaction are the signature of Quilly’s new identity. This is a design language that is never static. The characterful and engaging custom design system I developed for the Quilly team enables them to play with the elements and generate new design work far into the future.
Engaging Exploration
In addition to developing new illustrations, I worked with our talented illustration team to rework all previous drawings in the app and web to ensure they were consistent with the new visual identity.
I set guidelines regarding color palette usage, stroke weight, shading, shape language, and much more.
Reflection
Shout out to my wonderful founder Hannah Wissotzky and PM Danielle Sarkansten for being such great leaders and trusting me throughout this entire process. Shoutout also to all my wonderful fellow designers who executed my ideas so beautifully. It was so inspiring to be apart of something built for and by women.
Accurately portraying the vision Hannah wanted required lots of dicussion of what worked, what didn't, what we liked and what we hated…The process was iterative, collaborative, and deeply fruitful.
Leading the rebrand across Quilly's entire ecosystem, I directed designers spanning illustration, marketing, web, and mobile. This cross-functional leadership sharpened my ability to oversee complex projects, deliver meaningful design critique, and maintain a cohesive visual identity at scale.
FUNNEL DESIGN
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To support Teapot Garden's nature-based misson, we identified new information architectures, defined compelling user experiences, updated art direction, and created complementary visual design systems to reflect what the organization stands for.