Belay
Branding and app UX/UI/design for a new employee wellbeing tool
Belay is a new tool to help employees effectively manage their mental health by connecting them with others who have been through similar experiences.
My task was to bring this app to life, from designing the user experience, to creating the brand that encourages people to use it.
This process involved defining audience personas, identifying use cases, mapping these to functionality requirements and translating these into a wireframe before commencing any design work.
On the brand side, Belay started out with a logo but nothing else.
Their core mission is to connect colleagues through conversation, and from there I developed a flexible illustration style to contextualise Belay’s offering.
The illustrations capture connection through conversation in a low-fi and sketch-driven style. You can see texture in the line work and the shading doesn’t always go to the edges. This creates a friendly handmade aesthetic which feels approachable. Speech bubble shapes are used to frame characters or highlight an action or to reinforce the notion of communication.
A wide spectrum of colours allow Belay to strike the right tone in a range of different settings, messages and audience groups.
This all comes together to create a flexible brand system suited for a dynamic range of uses: engaging enough for the core employee audience, and mature enough to sell Belay in corporate and investor settings.