Blume

Blume's face to the world was mine to keep coherent: the marketing website, the brand system it ran on, and the merch that traveled to conferences and customer visits. One of the bigger merch moves was ordering a human-size Jenga tower for the office lobby, so no visitor ever had a dull moment waiting for a meeting.

But most of the design work lived inside the products. I was the founding designer, and the work was rarely a single product; it was an ecosystem of them, all needing to feel like one company and scale without fragmenting. The through-line is the design system I set up to scale across the whole ecosystem, and the products below are what hangs off that spine. Each one is also a full case study in its own right.

The same questions kept coming back across all of it: how does one interface serve a two-truck paper shop and a bulk-booking enterprise? Where does the data go after the happy moment on screen? And how do you keep years of products from drifting into five different companies? The three case studies below are three different answers.