2023 - 2025
Childrensalon | Brand Refresh
Senior UI Designer
I played a key role in the Childrensalon brand refresh, spearheading the creation of a unified, living style document that could be accessed and used across all departments. This became the single source of truth for the new visual language, ensuring consistency as the brand evolved. I’m responsible for maintaining this system and making sure all design work aligns with it across teams, providing guidance as needed. Alongside this, I worked closely with developers to audit and update the existing website, carefully mapping legacy components to the new system and ensuring the refreshed brand was implemented accurately.
As part of the refresh, I updated core UI components to feel more contemporary and refined, including redesigning buttons with a softer, rounded form. I also led the development of a new iconography set with a lighter, more playful tone, drawing on themes intrinsic to the Childrensalon brand, such as a knight motif for the profile icon. These icons use pastel colour palettes paired with gold outlines, creating a refined yet playful aesthetic.
I then focused on embedding the new logo, colours, and iconography into key navigational and loyalty touchpoints across the site. This included reworking the main navigation to place greater emphasis on rewards, introducing a dedicated rewards button to increase visibility and engagement. I overhauled the rewards pages to be cleaner and more intuitive, and designed a new points-to-voucher tool featuring a circular animation that communicates how points are being converted. New rewards-specific colours were introduced to differentiate this area while remaining cohesive with the wider brand system.
