Primed By Nature

Deliverables

Logo
Brand style guide
Bottle label design
Business card design

About

Primed by Nature is a CBD supplement company that wanted a brand and style that targets young to middle age mothers. They wanted a style that is colorful and organic. The idea is that they're giving specific natural elements to your body and mind to help you Achieve Your Natural Prime. Because of this, I came up with a logo that represents the human body combined with the hemp leaves that represent the combination of their purpose and product.

Design System

First, we needed a solid foundation of a style and design system to ensure consistency across all pages and designers. The brand logo, colors, and style were already finalized when I joined, so my task was to integrate these into our design system. Initially, the system was a dynamic document, evolving as we identified necessary components and their optimal appearance on the website. Over time, it became more refined. Consistent use of components, layout, shadows, corner radius, colors, and typography ensured a cohesive look across all pages. This made the product easier to scale as we started adding more designers as well.

See Full Figma

Booking hotels

One of my first projects was enhancing the booking experience for Travelpass.com. Collaborating with product managers, we conducted user interviews to understand the strengths and weaknesses of the existing booking process. Users appreciated seeing hotel locations on a map, so we redesigned the search page to feature a split view with a map and hotel cards, similar to Airbnb. We iterated on the hotel cards, refining their composition and information hierarchy.

Key improvements focused on the search and filtering functions, the hotel details page, and the checkout process to ensure a seamless user journey from search to booking.

Mobile App

Another significant project was designing the companion app for bookings. The primary goal was to provide users with easy access to their current, past, and future bookings, along with all the details of their hotel stays. While the app allowed users to search for hotels and resume previous searches, its main focus was to enhance the travel experience by offering a convenient way to manage bookings on a mobile device.

Travel Guides

We set out to develop a tool that empowers users to create and share inspiring travel guides. Through numerous iterations and continuous testing, we’ve actively sought feedback to enhance the user experience and ensure our product meets the needs of our community.

Home page designs

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The Shift app launched on the Apple App Store and held a 4.8-star rating—an encouraging sign that users are finding real value in both the content and the experience.

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4. Marketing Website

I also designed the responsive marketing site, focusing on:

Communicating the emotional value of the app
Highlighting key features and benefits
Driving App Store traffic and user conversion

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Outcome

The Shift app is now live on the App Store and continues to grow its user base
The team has a scalable UI system that allows for future feature additions
The website successfully supports brand visibility and user acquisition

This was one of the most rewarding long-term projects I’ve worked on, thanks to the close collaboration, mission-driven goals, and focus on emotional design.

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Takeaways

Designing Shift reinforced the importance of emotional UX—how small interactions, colors, and flows can influence a user’s sense of calm and connection. Working closely with the founder throughout made this a deeply collaborative and fulfilling process.

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3. Creating the UI & Brand System

I developed a modern, trustworthy visual identity:

Color palette balancing approachability (blues and greens) with modern data clarity
Clean, legible typography for financial data
Iconography and charts that simplify complex calculations

The UI is intentionally minimal, letting the data take center stage without overwhelming the user.

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