Product vision
Helping define the social experience, its purpose, and the language used to describe it.
← Selected work
03 / Featured project · Social product
Phresh.
Built for people, not performance.
A social product concept designed around smaller circles, more meaningful check-ins, and a healthier relationship with the feed. An exercise in building a distinct brand and experience around a human-centered point of view.
01 / The experience
Come in.
Catch up.
Go live.
Phresh brings the focus back to people you actually know. Instead of endless performance and scrolling, the concept centers on private connection, small moments, and a natural stopping point.
AI-generated lifestyle imagery created for Phresh’s brand storytelling.
Product design / Interface exploration
The experience behind the idea.
Alongside the brand campaign, I developed visual concepts for how Phresh could look and feel as a social experience. These are product design explorations, not a claim of a widely released app.
02 / The thinking
Social, without the spotlight.
Phresh began with a simple question: what if a social app felt more like checking in with friends than performing for an audience?
The product direction explores a small private circle called Krew, a daily conversation starter called The Drop, and playful ways to stay connected through the Beeper and 10-Second Voicemail.
Other ideas, including the Drama Bouncer and The Sign-Off, reflect the same goal: create space for connection without making endless engagement the destination.
03 / Visual system
Nostalgia with a purpose.
Phresh draws on the warmth and directness of 1990s communication, then translates it into a contemporary digital identity. Deep black, crisp white, signature Phresh teal, and familiar cultural references give the brand a recognizable voice.
The visual work spans interface concepts, website presentation, and campaign assets—connecting the product's philosophy with what people see and read.
04 / Campaign explorations
Make it feel human.
Campaign concepts balance familiar nostalgia, expressive photography, and concise messaging that introduces the brand without explaining every feature.
05 / My contribution
From an idea to a visual world.
As a co-founder, I helped shape Phresh's product vision and creative direction, with a focus on how the concept looks, feels, and communicates. My work includes brand and marketing visuals, website presentation, and product experience concepts.
This case study is a record of concept and design work, not a claim of established market traction or widespread product adoption.
Visual direction
Building a cohesive design language across the product concept, web presence, and campaign imagery.
Communication design
Turning features and values into clear, distinctive messaging and social creative.
Phresh is an evolving independent product project. Screens and promotional materials shown here represent design and concept work; features and availability may change.