Brand & Platform Redesign
Celery needed to evolve from a generic bootstrapped startup appearance to a polished platform that could compete with established crowdfunding sites and attract sophisticated e-commerce merchants looking for pre-order solutions.
- Role
- Lead Product Designer
- Challenge
Create a cohesive visual identity and user experience across marketing site and product dashboard that clarified Celery's value proposition and established a design foundation for scaling.
- Contribution
Refreshed the brand with improved typography, color system, and visual language while preserving key elements of brand recognition. Created a mobile-first marketing site that clearly communicated Celery's three core use cases. Developed a comprehensive dashboard redesign with consistent components and patterns, incorporating onboarding guidance for new users.
- Impact
Achieved 3x increase in conversion rate on the marketing site. Sales team reported clearer customer understanding during initial calls. The mature design system helped position Celery as a premium solution, attracting high-profile customers like Pebble and Boosted Boards.