2023 - 2025
Childrensalon | Brand Refresh
Senior UI Designer
I led the revamp of the design system during the Childrensalon brand refresh, creating a unified style document used across all departments. It became the single source of truth for the updated visual language, bringing clarity and consistency as the brand evolved. I now maintain and develop the system, ensuring alignment across teams and supporting its correct application. Alongside this, I worked closely with developers to audit and update the existing website, carefully mapping legacy components to the new system.
As part of the refresh, I updated core UI components to feel more contemporary and refined, including replacing buttons and other shapes with softer, rounded forms. I also led the development of a new iconography set that draws on themes intrinsic to the Childrensalon brand, such as a knight motif for the profile icon. The icons pair soft pastel tones with gold outlines, creating a refined, heritage-led 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 improve the structure and hierarchy of information, using heat map analysis to prioritise key actions. I also 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.
