LifeData
LifeData creates products that help researchers gather accurate data through timed surveys sent to people throughout the day. LifeData hired me to create a new logo, branding system and UI guidelines to reflect their unique and human approach to experience sampling technology.
My Role: Freelance Visual Designer
My Role: Freelance Visual Designer
![](https://freight.cargo.site/t/original/i/ae8f07d729f27a2189ea9fd71717fc7d74f9e416769838ea4e3ae9a61291e381/lifedata-logo-photo-copy.jpg)
Creating a new logo that symbolized the connection between data and human life was one of the primary design goals.
![](https://freight.cargo.site/t/original/i/ae872c002c4e73c5c49277d545e09ccb1b3071c4b21adf86bf4bfc9038e9da38/lifedata-4-01.png)
This was challenging to convey in a concise and simple way. After exploring lots of ideas, I landed on an icon that represents a thought bubble, and also suggests the upward trajectory of a chart.
![](https://freight.cargo.site/t/original/i/e9a4a756cdb81a3816dba8f2c3bf19ec1d7fa3884c3ea39e97f1f0fee1a13ff6/portfolio-site-thumbnails-07.png)
One of the primary uses for the icon is in LifeData’s experience sampling app, so having an icon that fit well into a square was also one of the priorities for the rebrand.
![](https://freight.cargo.site/t/original/i/a52854632d82fe88e335e32131093359f7d13dc9078547157761fd64ea0cd49f/iphone-in-hand-icon-mockup.jpg)
The simplicity of the icon and logo allows for a friendly and flexible design system. The shapes in it can be echoed throughout the website and UI concepts in various ways.
![](https://freight.cargo.site/t/original/i/b636295f11472a03447d41f550385964d1cb7c6aa478a5636b51e72fa5bbe5ca/LifeData-1280px-Grid.png)
![](https://freight.cargo.site/t/original/i/f36db944c93398d8a687a3cb7827f3b8958c780ec646b17ba2ca645662bbf770/lifedata-web-app-2-03.png)
![](https://freight.cargo.site/t/original/i/8c39e57eda91d7f6225b7ce2234cd86da585230c5354634347b6b6b3921634e2/lifedata-email-signup.png)
![](https://freight.cargo.site/t/original/i/8ad462ee69818e859a501c6754d81b19f9b51dbbd6764680b8ee2d16fd2d7613/lifedata-login-2.png)
At the end of the project, I created guidelines to cover the use of brand colors, typography, photography, graphics and the logo.
![](https://freight.cargo.site/t/original/i/c8cd1b95247321c17cea9eafa3442c5f644162aa7f9c1a361d3dbd5067b72ca8/guidelines-background-07.png)
![](https://freight.cargo.site/t/original/i/d43a53a5bf1f01a3b945f97f4a9817db649a421d266496ea9caca7612c8daa56/lifedata-brandguide.png)
![](https://freight.cargo.site/t/original/i/9e74ea7eeda6ab0e6500b4c93230834d84f0f95cd35b0f4cefde6457f50c9bc6/guidelines-background-01.png)
![](https://freight.cargo.site/t/original/i/de513c207c8263a20f29a4b2a260b92cfa1035683c977198bc83d10327ac03e7/guidelines-background-02.png)
Basic UI design guidelines were established to help LifeData’s internal design team have a consistent baseline for designing and implementing the new brand look.
![](https://freight.cargo.site/t/original/i/538ee078f03bf37746e86d13e383fae7a37a15cd19d4a0fa3f77224fad24f9b3/lifedata-design-system-ui-copy.png)
![](https://freight.cargo.site/t/original/i/adee77555a16ef3c6d34d0b0cee806ea7464a13f551186a651a3252c7341f93c/LifeData-1280px-Grid.png)
![](https://freight.cargo.site/t/original/i/01fdf752ab8f2f359433e3b64696387fcf618f3fcf466c38f713eca675fcd3d0/LifeData-sign-3-copy.jpg)
Photos used in this casestudy are from Generated Photos and Unsplash.
![](https://freight.cargo.site/t/original/i/ae415178480b7958d6c3a6cd1637bdd7ede421fb26b0224afbe11b934a860bda/lifedata-pattern.png)