My Roles
UI/UX
I was responsible for the UI/UX design of Digital Shovel's website, including designing subtle animations for icons and backgrounds to bring more life to the interface. I designed isometric illustrations for each product, using callouts to highlight key features, and created interactive animations that "explode" products to reveal their internal parts. I also designed a set of humorous, custom emojis for the company's internal Slack.
Front-end
I wrote the code for the company's static website using HTML, CSS, JavaScript, and GSAP, and designed and developed an internal web application that allowed technologists to test PCBs, automatically validating pass/fail results against defined requirements. I also built responsive email templates in MJML for company newsletters, events, and product updates. Additionally, I added a contact form to the website, connected through Formspree, which became the first channel through which the company began receiving customer interest from the web.
Animation
I created pseudo-3D product visualizations using pure CSS to display our products without relying on 3D rendering or video. Using After Effects, I designed and animated product demonstration videos for events, tradeshows, and conferences, covering scenarios such as product assembly, loading and delivery, airflow recirculation, concrete pouring, crane lifting, and busway assembly and delivery. I also designed and animated marketing promos for our products.
Branding
I built a full design system, including components, icons, and logos, to support Digital Shovel and its sister brands. I designed the Digital Shovel brand identity, including a 5-year anniversary logo and the AWS Test Bench product logo, along with brand identities for three sister brands: Good Pocket Studios, BluAX, and The Sailing Beard. I designed product packaging for BluAX (solo miner), branded office labels, and each employee's company email signature.
Marketing
I designed animated and static online ads, 360° video overlays, banners, cards, flags, flyers, headers for brand collaborations, signs, slideshows, and tablecloths for events and campaigns. I designed product manuals and branded food and drink menus for company events, along with tradeshow booth mockups, and handled product photography as needed. I also designed and managed content for all of the company's social media posts, and put together a business deck used to request funding for a large company project.
Merchandise
I designed branded merchandise, including hats, hoodies, lanyards, mugs, pens, shaker bottles, socks, tote bags, t-shirts, cannabis grinders, and event wristbands, and managed procurement and manufacturing through China.
Colour Palette
The goal was to create a bold, trustworthy identity that communicates technological expertise and reliability — the core values of a mining infrastructure company.
Digital Blue takes centre stage as the primary brand colour, conveying confidence and innovation. The blue-gray accent adds vibrancy and energy while the white ensures legibility and balance across all surfaces.
Color Distribution
Digital Blue
Used for all purposes throughout the entire brand.
White
Used for text, backgrounds, and contrast surfaces.
Blue Gray
Used for calls-to-action, highlights, and notifications.
Typography
Primary Font
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890- Body Copy
- Buttons
- Nav Labels
- Captions
- Data & Stats
Inter was chosen for its clean, highly legible forms that perform excellently at both large and small sizes — critical for a data-heavy platform displaying mining statistics and investment figures.
Its wide range of weights allows for precise typographic hierarchy without needing an additional typeface for body content.
The variable font format ensures optimal rendering across all screen sizes and resolutions.
Display Font
PP Right Grotesque
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890- Hero Headings
- Section Titles
- Banners
PP Right Grotesque in its Black weight was selected for all display headings. Its bold, assertive character perfectly captures the strength and scale of industrial mining infrastructure.
Logo
The shovel mark references the act of mining, while the shield form communicates security and trust in the infrastructure.
The wordmark pairs with the icon to form a versatile system that scales across all sizes and brand applications.
Icons
A set of icons designed for the Digital Shovel platform, representing key features and services of the mining container infrastructure.
Patterns
Geometric pattern designs created to reinforce the industrial and technological character of the Digital Shovel brand.
From structured grid systems that reflect precision engineering, to circuit-inspired motifs representing blockchain technology.
