Tubender
Helping Tubender establish a fresh, approachable brand identity and create intuitive digital experiences through a redesigned website and web application.
Overview
As part of Generate, Northeastern University's student-led product development studio, I worked alongside a team of designers and engineers to help bring real startup ideas to life. One of these projects was Tubender, a startup founded by two Northeastern alumni looking to make tube-bending more accessible to users of all experience levels.
Our team partnered with Tubender to prepare for its market debut by developing a new brand identity, web application, and website. As the Design Lead, I oversaw both UI/UX and branding efforts, working to create a cohesive visual identity and intuitive digital experience that reflected Tubender's core values of empowerment, innovation, and accessibility while helping it stand out from competitors.
Takeaways
One of the biggest challenges throughout this project was finding a balance between introducing new ideas and preserving the brand elements the client was attached to. I learned that good design isn't always about creating something entirely new, but about understanding what matters to the client and finding ways to build on it. As Design Lead, I had to learn when to push for a design decision, when to compromise, and how to communicate the reasoning behind my choices. This experience helped me become more confident in navigating client feedback and reminded me that successful design is just as much about collaboration and problem-solving as it is about the final product.
Here is a link to the Final Prototype!
Here is the link to the Brand Book!
