With visual references aligned through mood boards, we transitioned into a concept development phase focused on defining the app’s visual identity system. This involved designing and iterating on UI components, iconography, avatars, and logo concepts to ensure a cohesive and scalable design language.

We used Figma-based concept walls as our shared digital workspace, enabling real-time collaboration and feedback with the UI designer. The outcomes of these sessions directly informed the app’s visual execution and also extended into product design and packaging development — parallel responsibilities I managed as part of a holistic design strategy that ensured visual and brand consistency across all user touchpoints.