I was approached by Sammla in the summer of 2015 to help redesign their simple yet powerful web app that "makes collective collection easy"  I started by identifying the key areas of improvement, namely the branding and the overall UI. All with the goal of elevating the brand’s digital presence.

Crafted a brand new visual system that focused on mobile-first design. Simplified and restructured the app to ensure a great user experience and visual hierarchy, without stepping on existing users by reinventing the wheel where it wasn’t needed. Introduced a flexible side-bar navigation system that works across devices and screen sizes, and allow future growth. 

I also implemented a new user flow that streamlines the process of creating and editing collections, as all UI components look and feel consistent.

Wordmark & Icon

The wordmark was created using the primary typeface, Lato Bold. The two letter 'a'  in the letter mark was replaced by the new sammla icon. Wich was also used for the app icon and the sammla pattern.


The typography is using one typeface: Lato. Designed in 2010 — even though it does not follow any current trend. The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. Used three weights for the app: Bold, Regular, and Light.


Brand Colours

Established a bright color palette with a dominant blue and yellow, along with warm gray and white.



Extended Sammla vocabulary into a playful set of icons. Designed a handful of beautiful icons Sammla, that helps to guide users throughout the app. 

Mobile First

I fixed that by designing a user-friendly, mobile first, responsive experience. By sticking to the best common practices and avoiding to create custom behavior between devices, the experience on mobile and desktop feels the same and work in balance.


Someday you'll wake up knowing you lost a precious diamond while you were too busy collecting stones


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