Roll With It
Roll With It is a conceptual ethical product brand created as part of a university project, where the brief was to come up with a purpose-led product from the ground up.
I developed Roll With It as an ethical roll mat company that transforms discarded plastic bags into sleeping mats, with a one-for-one model that donates a mat to someone experiencing homelessness for every purchase made. The project involved defining the product concept, values, and positioning before translating this into a complete brand system, including visual identity, tone of voice, and a comprehensive brand book. The work received the highest mark of the term, which reflected my depth of thinking.
The focus was on designing a brand that felt human, optimistic, and values-driven, while remaining commercially believable. It was important to me that the outcome could realistically be applied across packaging, digital touchpoints, and future UX/UI experiences.
Requirements & Result
The challenge was to create a brand that communicated sustainability and social impact without feeling preachy or overly corporate, while clearly explaining a circular product lifecycle and charitable commitment. I defined the brand strategy, purpose, manifesto, and tone of voice, and wrote all accompanying copy to ensure consistency across messaging. The visual identity was designed to feel organic and approachable, using earthy colours, textured typography, and iconography inspired by the physical form of the roll mat itself. Personas (“The Rollers”) were introduced to ground the brand in real user behaviours and motivations, supporting a user-centred approach throughout the work.
The final outcome was a fully realised brand and brand book that clearly articulates Roll With It’s values, product lifecycle, and social impact, while providing practical guidelines for typography, colour, imagery, icons, and packaging. Although conceptual, the project demonstrates strong UX and UI thinking by translating abstract values into usable, scalable design decisions. It showcases my ability to create a product, define its narrative, and design a cohesive system that could seamlessly extend into digital products and user experiences.
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