Hello!
I’m Ashbel. I'm a Brand & Product Designer with 8 years of expertise. I specialize in building scalable design systems and driving impactful product and brand experiences. My collaborations with industry leaders like EA, Amazon, and Square span diverse sectors including gaming, technology, and e-commerce.
PROJECTS
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PROJECTS //
01.
FIFA Volta Football
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Role: Brand Designer (Visual System & Application)
Scope:Defined the brand identity system in partnership with core stakeholders
Developed a cohesive visual language spanning typography, textures, photography, and layout
Designed flexible templates for social media, web, and club usage
Delivered production-ready assets including CTA buttons, copy holders, and branded backgrounds
The Challenge
Create a visual identity for VOLTA that reflects street football culture while remaining consistent with FIFA’s overall branding in its early years. The system needed to be modular, easily refreshed annually, and adaptable across global markets, formats, and languages.
Core System
A foundational identity rooted in authenticity and street culture. This layer remained consistent year over year and included:
Street-inspired color palette and typography
Photography and video standards
Editorial tone grounded in realism
Annual System
A flexible, evolving layer refreshed annually to stay culturally relevant. Included:
Year-specific color palettes, graphics, and typography
Stylized photography treatments
Motion and editorial design systems
Results
A scalable, repeatable system adaptable across print, digital, and in-game assets
Strong cultural relevance and creative freedom within a structured framework
VOLTA established as a distinctive brand within the FIFA ecosystem
02.
FIFA 21 Influencer Book
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Deliverable: 60-page commemorative booklet
Overview
To support the launch of FIFA 21, EA SPORTS created a premium gift box sent to talent, influencers, and community partners. I led the design of a 60-page coffee table booklet included in the box: a tactile, collectible piece that celebrated the global culture of football and its ambassadors.
Objective
Create a visually arresting, athlete-forward artifact that invites quick flipping, inspires discovery, and feels worthy of display.
Design Approach
Visual Language: A layered, gritty aesthetic combining clean photography with roughed-up textures, halftone overlays, and distressed typography.
Typographic System: Type functioned as both identity and structure—athlete handles, headlines, and graphic accents reinforced the narrative.
Layout Rhythm: High-impact imagery collided with graphics, balanced by intentional white space and color blocking to guide flow and pacing.
Athlete Focus: Each spread spotlighted an ambassador with portraits, action moments, and subtle personal details: teams, accolades, and social handles.
Outcome
The booklet amplified the unboxing experience and served as a visual love letter to the sport. It was widely shared by recipients and elevated the FIFA 21 launch into a tangible, story-rich moment of brand expression.
03.
Designing for Discovery: Conceptual Travel & Culture Apps
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Overview
To explore how mobile design can inspire cultural discovery and simplify travel logistics, I created two conceptual app experiences: Museo, a museum-finder app for culturally curious travelers, and Ellara, a sleek flight search and booking platform. Both projects focused on creating calm, editorial-style interfaces that highlight exploration without overwhelm.
Objective
Design two distinct but complementary mobile experiences that turn stressful travel decisions into intuitive, visually rich moments of discovery.
Design Approach
Visual Language: Museo leaned into refined, architectural photography and a minimal black-and-white palette with a pop of acid green; Ellara took a friendlier, modern tone with soft coral, navy, and travel iconography.
Interaction Patterns: Museo prioritized cultural content and exploration over transactions, while Ellara streamlined actions like search, filter, and boarding pass display for fast, goal-based tasks.
Typography & Iconography: Museo used editorial type and subtle motion to evoke sophistication; Ellara balanced clarity and friendliness with high-contrast system fonts and universal travel icons.
UI Rhythm: Each screen emphasized clarity and space—Museo guided through content cards and image-led layouts; Ellara used strong grid systems and smart use of icon-based navigation.
Outcome
These speculative concepts were created as part of a personal exploration into travel UX, editorial design systems, and mobile navigation logic. Though not tied to real clients, they reflect my process-driven approach to creating focused, intuitive experiences that balance utility with delight.
04.
Square Marketing Router Page Design
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Goal: Improve product clarity, discoverability, and conversion across Square’s marketing suite
The Problem
The original Square Marketing experience was fragmented and unclear:
The Email Marketing page doubled as the primary entry point, while Text Message Marketing was buried further down and lacked visibility.
The two offerings felt like unrelated products, with no narrative or visual connection between them.
There was no top-level router or overview page to unify the product story or direct sellers efficiently to the right product path.
Key design issues included double CTA buttons, disconnected visuals, and minimal guidance on how the two offerings worked together.
Our Goals
Create a unified router page for Square Marketing
Clarify the shared narrative between Email and Text Marketing
Improve discoverability of Text Message Marketing
Drive qualified traffic to both product pages and boost conversions
Design Approach
I redesigned the experience to:
Introduce a modular top-level router page with a clear overview and entry points for each product
Add primary and secondary CTAs at the top to reflect hierarchy while reducing CTA clutter
Incorporate imagery that speaks to key seller verticals like food & beverage and retail
Use motion and interaction to show how the two products can be used together (with support from the motion team)
Replace disconnected icons with abstract visuals that better conveyed shared value propositions without relying on overly literal photography
Updated Content Flow
Hero section: Emphasizes unified messaging with shared product benefits and contextual UI imagery
Value props section: Explains how Square Marketing helps sellers drive traffic and automate outreach using abstract, scalable visuals
Use cases: Show how the two products can work together, reinforcing cohesion
CTAs: Appear at multiple touchpoints — top, mid-page, and footer — directing users to sign in or explore individual product pages
Outcome
Clearer narrative and page hierarchy
Stronger visual connection between email and SMS products
Improved discoverability for Text Message Marketing
Better support for seller decision-making with simplified paths to action
