Designing the Brand and Platform for a Social Start-Up
Client
Crowd Wish
Agency
Karmarama
My Role
UX/UI Design Director
Skills Used
Creative Direction
Design Direction
Brand Design
UX/UI Design
Content Design
Video
Photography
Branding (Create & Develop)
The Challenge
Crowd Wish, a social start-up, needed to launch an online platform capable of granting one wish every day. My strategic brief was to build a brand identity and product experience that felt modern, distinctive, and simple for users.
The Solution
As the sole designer, I owned the end-to-end UX and UI from scratch while simultaneously defining the brand. I established a bold, modern palette and a seven-day colour system that dynamically transformed the platform daily to make each wish feel unique. I created ink-in-water artwork to capture the fleeting, fluid quality of a wish. The final product and brand worked seamlessly, balancing functional practicality with a strong sense of character.
The Impact
The platform operated for 1,400 consecutive days, successfully granting a wish every single day. The design gave Crowd Wish a distinct identity, sustained user engagement for over four years, and proved that strong brand design can make an ordinary daily interaction feel extraordinary.
7 days a week. 7 colours in the rainbow.
Imagine waking up to a new site every day. The entire site, across all devices, would change colour, leaving an impact that's nothing short of magic. I deliberately steered clear of excessive saturation, no small feat when encompassing the entire spectrum. My aim was to craft a modern and bold palette.
Monday
Red
E34D66
Tuesday
Orange
E99336
Wednesday
Yellow
E7B300
Thursday
Green
2DB47C
Friday
Blue
00BEE7
Saturday
Violet
460CB6
Sunday
Indigo
0062E7
Creating The Art
In my studio I used ink in water to create fluid forms that captured the feeling of a wish. Like smoke from a genie’s lamp, unpredictable, fleeting, and full of intent.
Wishing
Each person submits their own wish, and the community can support others’ wishes by clicking “Me Too.” When a wish reaches the top of the list, it is granted to the original requester.
“Paul is extremely talented and very focussed. I would totally recommend him for any design work.”
Bill Griffin - Founder - Crowd Wish