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Align Vision, Strengthen Execution

Design Direction for Digital Products

Build a cohesive product experience with strategic Design Direction.

Set my Design Direction
Trusted by leading brands
Overview

Design Direction is where product strategy, brand identity, and user experience come together. It ensures your product looks world-class, with a modern, distinctive interface that sets you apart from competitors and attracts the right kind of attention, from users to investors.

We help digital product teams define a compelling visual language, align teams, and validate design direction early. This avoids costly rework, reduces visual debt, and helps you ship faster with confidence. Whether you’re launching something new or levelling up what’s already working, great design direction makes sure you don’t just grow, but you grow looking the part.

Benefits:

  • Stand out with a modern, differentiated visual identity
  • Look like a world-class product that attracts users and investors
  • Validate concepts early to avoid costly rework
  • Align product, brand, and design teams around one clear direction
  • Reduce visual debt and design drift at scale
  • Speed up execution with faster, more confident decisions
  • Stay relevant with a design system that evolves as you grow
Align our visual strategy

Is your product lacking visual direction?

These symptoms often point to the need for stronger creative alignment.

Your product lacks a defined visual identity

If the UI feels generic or directionless, we help shape a distinctive look that reflects your product’s personality and purpose.

The design feels scattered and short-term

Without a guiding direction, teams rely on quick fixes. We help you zoom out and build a strong visual foundation for future growth.

You’re stuck in a cycle of endless tweaks

Designs keep changing because there’s no clear north star. We establish a direction that brings confidence and consistency.

You’re struggling to translate brand into product

We help bridge the gap between your brand and interface so the product feels cohesive, not disconnected.

Visual choices are being made without context

We bring creative leadership into your product conversations, aligning stakeholders around one clear vision.

UI is dated or misaligned with user needs

Design Direction helps you evolve your product’s look without losing what makes it unique, as well as staying modern and relevant.

Why do we need a Design Direction?

Set the direction early

We define and test your visual direction early, so your product launches with clarity and confidence, not last-minute guesswork.

Scale with visual consistency

As your product grows, strong design direction keeps experiences cohesive across features, teams, and channels.

Improve design quality and speed

Clear creative standards reduce ambiguity, making it easier for teams to design and deliver faster.

Future-proof your interface

We guide your visual evolution, helping your product stay relevant as user expectations and design standards change.

What’s included in our Design Direction services

A Design Direction is about more than aesthetics. We guide execution, align teams, and help you deliver quality at scale.

Visual audit and discovery

We review your current UI, design process, and brand alignment to understand what’s working and what’s missing.

Visual language definition

We create or refine your visual system to align with your product’s goals and brand. That includes colour, typography, spacing, imagery, and tone.

Creative direction guidelines

We document clear creative principles and usage rules to keep execution sharp across all teams and contributors.

UI oversight and review

We support your team through regular reviews and direction-setting to ensure consistent, high-quality execution.

Team enablement and rollout

We help onboard your product and design teams to the new creative direction, ensuring everyone’s aligned and ready to scale.

Turn your vision into a design direction

Design direction is all about creating a consistent design for your brand. We embed design leadership into your process to support consistent, high-impact execution.

Our UX audit process includes:

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Understand the product and business goals

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Data & Competitor research

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Review UX & UI patterns

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Identify friction points and quick wins

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Map findings to business impact

I need help

Digital products we’ve helped bring to launch

These red flags are signs that your product experience needs a second look.

A smartphone displaying the home screen of grocery delivery app Pick n Pay asap!. It shows an estimated delivery time at the top, a location selector, a search bar, a promotional banner for Father's Day, and quick-access icons for shopping aisles like 'Deals' and 'Fresh fruit & vegetables'.
E-Commerce
Pick n Pay asap!

The ultimate

shopping experience

Learn More
A smartphone displaying the dashboard of car insurance app Blink by MiWay. It greets the user, 'Monica', and shows her active cover for a 2021 Volkswagen Polo. The screen includes links to 'Submit a Claim' and 'View Trips', along with an 'Estimated Cashback' section.
insurance
Blink By Miway

A smooth ride

to car cover

Learn More
health & fitness
virgin active

A connected

experience inside

and outside gym

Learn More

Frequently asked questions

Got questions? We have you covered, if you have more please feel free to reach out.

What is Design Direction?

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Design Direction is the strategic leadership that defines and maintains the look, feel, and story of your brand or product. It connects visual design to purpose and ensures every output is consistent, intentional, and aligned across touchpoints.

What does establishing UI direction involve?

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It means defining the visual language of your product based on your brand, users, and business context. This includes setting rules for button styles, spacing, layout, and typography to improve consistency, speed, and accessibility.

What’s included in your Design Direction service?

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Our service includes product and brand audits, benchmarking, inspiration boards, moodboards, annotated style tests, and UI system guidelines. We support both new builds and redesigns, helping teams align fast and scale smoothly.

Who leads the Design Direction?

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A Senior Designer or UI Lead owns the day-to-day direction in close collaboration with your UX and product teams. For broader brand or strategic alignment, our Head of UI steps in to guide the process.

Who needs a Design Direction?

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We work with scale-ups, product owners, and fast-moving teams who want sharper visual direction, stronger brand consistency, and faster design delivery with less rework.

Need a Design Direction partner who gets digital products?

Let’s define a creative foundation that keeps your team aligned, your product sharp, and your users engaged.

Get Started

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