Reimagining the friendship bracelet for a connected generation
Deeds is a wearable tech startup reimagining the friendship bracelet through connected technology. The bracelets are built around the idea of energy, which users send to each other daily to unlock experiences in the app and in real life. During my six-month contract, I worked as the sole Senior Designer, building a cohesive design ecosystem based on the brand guidelines developed by U.N.N.A.M.E.D. The work went well beyond social media and included creative direction and execution of photoshoots, as well as asset creation, website, poster, social and presentation design.
Brand design was only part of my role at Deeds. I spent the majority of my time working on product design, which you can explore in the Product tab above.
I developed moodboards, planned shot lists, organised models, and directed a photoshoot for Deeds, capturing both photo and video content on digital camera and iPhone. The imagery was crafted to tell the Deeds story and showcase the concept of a digital friendship bracelet across social media and fundraising decks, with a strong focus on connecting with a 16 to 25 Gen Z and Gen Alpha audience.
Screenshot from Figma planning deck Screenshot of shot list planning
I helped Deeds create a set of social templates for launch to explain how the app and bracelet work. I explored a few different visual directions before refining the look with the founders, landing on 15 post styles they could pick from. The goal was to keep everything feeling young and exciting, so the templates were designed with Deeds’ target audience front of mind.
I worked with the Deeds team to get a simple landing page live for waitlist sign-ups. The goal was to keep things minimal and spark curiosity, leaving people wondering “what is Deeds?”. Working closely with the developer to make sure the designs were responsive across screen sizes, we were able to get the page live within a few days.