Bringing personality to commerce.
Blue Farm
Following Blue Farm's rebrand, we translated the refreshed identity into a digital experience built around one tension: maximise conversion without letting the UI — and the brand's personality — fall flat. Every decision was weighed against that balance. The expressive character shapes add warmth and recognisability but stay clear of the buying journey rather than competing with it. Social proof and customer voices build trust exactly where conversion needs it — personality in service of the sale, not despite it. The real constraint was Shopify: shaping something distinctive and true to the brand within a platform that pushes everyone toward the same patterns. Designing for Blue Farm meant holding brand expression and commercial reality in the same frame — and refusing to trade one for the other. Role: Senior UI Designer // Responsibilities: UX, UI Design, Design System, Digital Adaptation
The newly introduced brand elements — including the expressive character shapes — became an integral part of the experience. Used thoughtfully throughout the interface, they add warmth, recognisability, and a sense of playfulness without distracting from the shopping journey.
Reviews and customer voices run throughout the experience — trust built from the people who already made Blue Farm part of their routine.
A store can convert without feeling like everyone else's. Blue Farm's personality wasn't a layer on top of commerce — it was what made the commerce work.