All work
Web & Digital2025
Northbound
A digital brand and interface system for a travel platform that had outgrown its old look.
- Client
- Northbound
- Role
- Digital Identity, UI
- Category
- Web & Digital
- Year
- 2025
Overview
Northbound helps people plan slow, considered trips. Their product had matured but the brand and interface had not kept up. The work bridged identity and product design.
The challenge
The team needed a system that worked as a marketing brand and a product UI at once, consistent, accessible, and ready for engineers to build without guesswork.
The approach
I designed a token-based system covering type, colour, spacing, and components, then applied it across the marketing site and core product screens. Handoff was documented down to the state.
- Digital identity refresh
- Design system & tokens
- Marketing site design
- Core product UI
- Developer handoff
Outcomes
+53%
Trial sign-ups
Cleared
Design debt
2x
Ship velocity
