Controlled Expression
client
Joe & the Juice
industry
Food & beverage
Role
Design Lead & Digital Art Director
Year
2025
Controlled Expression
client
Joe & the Juice
industry
Food & beverage
Role
Design Lead & Art Director
Year
2025
Controlled Expression
client
Joe & the Juice
industry
Food & beverage
Role
Design Lead & Digital Art Director
Year
2025
Controlled Expression
client
Joe & the Juice
industry
Food & beverage
Role
Design Lead & Digital Art Director
Year
2025
The RFP
Curated screens
As Design Lead & Art Director, I led the Joe & The Juice app redesign from pitch through the first re-skin launch, defining a scalable product foundation and guiding execution. The result is a functional, brand-aligned app that preserves conversion while setting up a platform for long-term growth.
As Design Lead & Art Director, I led the Joe & The Juice app redesign from pitch through the first re-skin launch, defining a scalable product foundation and guiding execution. The result is a functional, brand-aligned app that preserves conversion while setting up a platform for long-term growth.
As Design Lead & Art Director, I led the Joe & The Juice app redesign from pitch through the first re-skin launch, defining a scalable product foundation and guiding execution. The result is a functional, brand-aligned app that preserves conversion while setting up a platform for long-term growth.
As Design Lead & Art Director, I led the Joe & The Juice app redesign from pitch through the first re-skin launch, defining a scalable product foundation and guiding execution. The result is a functional, brand-aligned app that preserves conversion while setting up a platform for long-term growth.
As Design Lead & Art Director, I led the Joe & The Juice app redesign from pitch through the first re-skin launch, defining a scalable product foundation and guiding execution. The result is a functional, brand-aligned app that preserves conversion while setting up a platform for long-term growth.
Process
Brand & strategy workshop / Design pillars / Prototype for user-testing /
Brand & strategy workshop / Design pillars / Prototype for user-testing /
Discovery
Exploration direction & user-testing
Our goal was to restore confidence in the app’s visual layer without compromising conversion, working within tight timelines, legacy technical constraints, and a fixed budget. Through stakeholder workshops, strategic alignment, and selective brand expression, we established a visual direction inspired by the brand’s fresh, energetic products. Introducing brand moments only in low-risk touch-points like onboarding and success states, while keeping core flows streamlined and efficient.
Our goal was to restore confidence in the app’s visual layer without compromising conversion. Through brand workshops, strategic alignment, and selective brand expression. We established a visual direction inspired by the brand’s fresh, energetic products. Introducing brand moments only in low-risk touch-points like success states & onboarding while keeping core flows efficient.
Our goal was to restore confidence in the app’s visual layer without compromising conversion, working within tight timelines, legacy technical constraints, and a fixed budget. Through stakeholder workshops, strategic alignment, and selective brand expression, we established a visual direction inspired by the brand’s fresh, energetic products. Introducing brand moments only in low-risk touch-points like onboarding and success states, while keeping core flows streamlined and efficient.
Our goal was to restore confidence in the app’s visual layer without compromising conversion, working within tight timelines, legacy technical constraints, and a fixed budget. Through stakeholder workshops, strategic alignment, and selective brand expression, we established a visual direction inspired by the brand’s fresh, energetic products. Introducing brand moments only in low-risk touch-points like onboarding and success states, while keeping core flows streamlined and efficient.
Our goal was to restore confidence in the app’s visual layer without compromising conversion, working within tight timelines, legacy technical constraints, and a fixed budget. Through stakeholder workshops, strategic alignment, and selective brand expression, we established a visual direction inspired by the brand’s fresh, energetic products. Introducing brand moments only in low-risk touch-points like onboarding and success states, while keeping core flows streamlined and efficient.
Re-skin phase
Production work
The re-skin launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. Usability improvements in the loyalty program and re-ordering flows enhanced the user experience, while the scalable design system enabled faster, lower-risk iterations. The outcome is not only a polished app but a stable platform for the brand’s future evolution.
The re-skin launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. Usability improvements enhanced the user experience, while the scalable design system enabled faster, lower-risk iterations. The outcome is not only a polished app but a stable platform for the brand’s future evolution.
The re-skin launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. Usability improvements in the loyalty program and re-ordering flows enhanced the user experience, while the scalable design system enabled faster, lower-risk iterations. The outcome is not only a polished app but a stable platform for the brand’s future evolution.
The re-skin launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. Usability improvements in the loyalty program and re-ordering flows enhanced the user experience, while the scalable design system enabled faster, lower-risk iterations. The outcome is not only a polished app but a stable platform for the brand’s future evolution.
The re-skin launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. Usability improvements in the loyalty program and re-ordering flows enhanced the user experience, while the scalable design system enabled faster, lower-risk iterations. The outcome is not only a polished app but a stable platform for the brand’s future evolution.
MVP Phase
Visual concepts
Get in touch
© 2026
Get in touch
© 2026