Date: March – May 2024 Timeframe: 3 months Price: $12,000 Client: Lemmata

A few months ago, I had a stealth startup called Lemmata reach out to me asking to completely refresh their MVP for their private beta. They were building a BI tool for enterprises, allowing companies to define their roadmap and initiatives as a hierarchy of nodes and translate these into complex data visualizations.

When they came to me, their web app was a simple prototype built off a Figma wireframe:

My goal was to create an enterprise-ready SaaS application off the skeleton they provided to me.

While the team had only approached me to tackle their application UI, I quickly found that their current logo clashed with the aesthetic I was planning to go for.

In fact, my earliest explorations omitted the logo entirely while still preserving the flat aesthetic set forth by it:

Eventually, the logo found its way into the UI:

We felt the interface still needed to appear warmer, however, so I began to experiment with additional spacing and increasing the rounding of corners.

In my spare time, I threw together some quick iterations on what a revised logo might look like that could gel better with the new UI.

Eventually, I landed on a wordmark that resonated:

The stacked blocks convey a sense of hierarchy, while simultaneously displaying an "L" for Lemmata.

The team loved it – so we ran with it.

Product iterations were very time-consuming, as the direction seemed to change often as the early-stage founders spoke with more and more users.

While working with Lemmata, I designed their main dashboard, their entire hierarchy editing experience, their login page, as well as sharing and commenting functionality.

As the MVP underwent development, the Lemmata team requested a new website that could showcase their product. Through collaborating with the CEO, we devised a robust landing page highlighting their most important features.

I began by offering a handful of different directions in which we could take the site.

After collaborating extensively with the CEO, we settled on a direction and began work on the site.