Project Overview

Client: Integritag (formerly known as Cloud) backed by All4Labels Global Packaging Group
Role: UX/UI Designer
Duration: Nov 2022 - Feb 2024**
Team: Myself, Lead Product Designer, CEO, 6 Developers, 3D Illustrator

** I worked on this project from late 2022 through early 2024, contributing to different phases — starting with early brand exploration, then building a design system, crafting illustrations, designing the landing page, and supporting UI work as the platform evolved.

The Problem

When I joined the team, they had the bare bones of a product in place — a rough MVP that functioned, but just barely. The UI felt clunky and outdated, there was no visual hierarchy, and no design system to bring consistency or structure to the experience. It was clear the platform needed a complete refresh — both in how it looked and how it communicated what it did.

Because we were an offshoot of All4Labels, a large global packaging company, we weren’t starting from a completely blank slate. One key constraint was that our UI needed to stay visually aligned with All4Labels’ brand — which meant working within certain color ranges, typography choices, and overall aesthetic guidelines. That added an extra layer of complexity: how do you build a fresh, modern identity that still fits within an existing ecosystem?

On top of that, the product itself — and the brand — were evolving rapidly. The company name changed multiple times during my time there, and the core offering kept expanding. That meant our design work had to stay flexible and scalable, while still creating a strong first impression.

The Challenges

Outdated MVP UI: The experience looked unpolished and didn’t reflect the platform’s potential.

Evolving brand identity: The name, positioning, and tone were all still taking shape.

Parent brand constraints: We had to stay visually connected to All4Labels, while still defining our own identity.

Unfortunately, I didn’t have access to the original designs when putting this case study together — but imagine a bare-bones MVP with early 2000’s UI, inconsistent layouts, clashing type styles, and no visual system to tie things together.

Brand Exploration & Mood-boarding

Before jumping into UI, I started by exploring what the brand could feel like. Since the product itself — and even the company name — was still in flux, these early visual explorations helped us find a tone of voice and aesthetic direction we could build on.

The CEO consistently referenced Apple’s product UI as a north star: clean, minimal, and focused on clarity. That gave me a clear visual target — something modern and professional, with lots of white space, tight visual hierarchy, and subtle polish.

At the same time, I explored a few different color directions that felt more tech-forward and fresh, experimenting with palettes that balanced energy and trust. But ultimately, because we were building under the All4Labels umbrella, we needed to move forward with their core brand colors:

  • Dark navy blue

  • Bold red

  • Light navy blue

It was a challenge, these weren’t the colors I would have picked for a minimalist UI, but it pushed me to work within a tighter visual system.

Creating a Design System

Once we aligned on the brand direction, I started building out the design system from scratch. The goal was to create a cohesive set of rules and components that could be used across the marketing site and product UI. It needed to be flexible enough to grow with the product as it evolved.

I built everything in Figma, starting with type scales and color styles, then expanding into grid systems, spacing rules, buttons, inputs, and reusable UI components.

You can see evidence of the style guide throughout Cloud’s app.

By taking time in the beginning of this project to articulate a strong brand identity and style guide, we ensured our product was cohesive and stylized. I look forward to doing something similar in future projects.

Thanks for reading through this case study!