Kale partnered with The Working Assembly to evolve its positioning from a creator-focused content platform into a gamified rewards platform for everyday customers. As the designer responsible for the website redesign, I translated this new direction into a completely reimagined digital experience.

I built a digital world where brands revolve around the user, using game-inspired elements like Kale coins, power-up arrows, and achievement trophies to bring the rewards experience to life.

Credit:

Digital Director: Hilary Sedgwick

Brand: Nina Maxine