blogwise is a SaaS tool designed for early stage startups to quickly build custom-domain hosted blogs with content marketing strategies. The CEO approached me to help build the branding and platform UI for the tool.
As co-founder of blogwise and Head of Design, I named the company, created its brand identity, and designed the user interface that enables customers to create their own beautiful blog in minutes. Below you can see: 1) the blogwise landing page and site, 2) the UI of the tool itself, and 3) the brand guidelines.
Step 1: Brand Identity
The first step in the design process was choosing name: we wanted something that conveyed the sense of mastery that a user would feel over the content marketing process. "blogwise" had that sense of smarts, with a clear use-case of blogging.
Next, I developed the visual identity with logo, mark, colors, and voice. The overall look and feel is meant to convey how fast and easy the product is to use, with bright, cheerful colors to evoke happiness and a fun brand personality.
Step 2: UI Design
Working on blogwise was a new experience for me in designing SaaS tools. I built the UI on Figma and worked with full stack engineers to iterate on new product features. The design is minimal by intention, so that users can feel a sense of ease and clarity. blogwise was a window into the technical needs of startups and illuminated the specific pain points of content marketing. In addition to my usual branding role, this project called for a more granular approach to user interface design, which required thinking not only about customer use but also reader experience on our customer's blogs. As a designer who uses blog-makers frequently, it was fun to be on the other side of the equation, making the templates exactly as I'd want them.
low fidelity WIREFRAMES FOR user flows
high fidelity WIREFRAMES FOR BLOG TEMPLATES / DESKTOP & MOBILE