Freelance UI Designers in Groningen
Freelance UI Designers in Groningen
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May | Brand designer, strategist & creative director
pro
Groningen, Netherlands
Brands built from idea to launch, with brains & personality.
$1k+
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Brands built from idea to launch, with brains & personality.
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Part 2 of REFORMR expands the concept further into physical and digital applications; exploring how the identity moves across space, interaction, and membership experiences. This phase focuses on building a more connected brand system through: • app and booking flow concepts • membership and access design • environmental and spatial visuals • campaign-style compositions • tactile print explorations The direction continues to balance structure and softness through a restrained palette, bold typography, and calm interface design; creating a system that feels both functional and atmospheric. Full case study coming soon ✦
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REFORMR is a reformer pilates studio concept built around structure, control, and intentional movement. The direction combines softened athletic energy with a more refined and atmospheric visual identity system; balancing performance with restraint across both physical and digital touchpoints. For this first presentation, I explored: • identity direction • visual language • tactile brand elements • digital applications • spatial and editorial-inspired compositions Built to feel calm, recognizable, and structured without losing warmth. Part 2 + full case study coming soon ✦
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KARMAE: ASTER | Product, Packaging & 3D Development Part two moves a little closer to the product itself. ASTER was designed as the softer side of the KARMAE world, but that softness still needed structure. The material language became a big part of that balance, combining frosted glass, muted metallics and pale neutral tones to keep the product feeling tactile, refined and recognisable. From there, the packaging and product details were developed to feel like part of the same system rather than separate applications. The aim was to keep every touchpoint visually quiet, but still specific enough to carry the identity on its own. Everything shown here was designed and directed by me, including the product development, packaging, materials, compositions and final 3D renders built in Blender. A closer look at the details behind ASTER.
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KARMAE: ASTER | Brand Identity, Packaging & 3D Direction ASTER explores the softer side of KARMAE. Where Orbit leaned into shadow, mineral weight and atmosphere, ASTER brings the same brand world closer to light. Frosted glass, pale botanicals, muted metallics and softer tonal contrast create a quieter, more tactile expression without losing the core identity behind it. For this refresh, I kept the original KARMAE foundation and expanded the system rather than replacing it. The goal was to show how one brand can hold two very different moods while still feeling cohesive across product, packaging and visual direction. Everything shown here was designed and directed by me from start to finish, including the product design, packaging, environments, materials and final 3D renders built in Blender. Part one of ASTER.
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