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UX/UI Design, Branding, Web Design | Pickatale

Brand, Design System, Website & App Update

Pickatale is a digital reading platform designed to encourage children to discover stories through interactive and engaging experiences. As the product evolved, the brand required a consistent visual language and scalable design system to unify the user experience across different digital touchpoints. This project focused on defining a visual identity framework and design system that would ensure consistency across the product, marketing materials, and brand communication.

Role
Product & Brand Designer, Art direction
Scope
Branding, Art Direction, UX/UI, Web Design, Design System.
Tools
Figma / Illustrator
Brand, Design System, Website & App Update — featured visual

Context

Pickatale is a digital reading app for kids, operating in Norway, Denmark, Sweden and the UK. It is primarily directed at schools to use as reinforcement for kids reading, but also available for families to support their children.

As Pickatale expanded its platform and content library, the visual language needed to be standardised and updated to ensure a coherent and recognisable brand experience.

The challenge was to create a flexible yet structured design system that could support product development while remaining aligned with the brand's playful and educational personality.

My Role

Led the completion and whole cycle of this challenge, with support from the CPO and UX lead. I guided the obtained results and produced all guidelines and hands-on work. Meanwhile I sourced an artist, instructing and collaborating on our illustrations and mascot, and also managed asset production.

All of this was done while taking care of the new website and product UI updates and UX improvements along the brand launch and in following releases.

The Problem

There were several areas that needed attention, with the main issues including:

  • Outdated and unmemorable brand personality, which was to be solved through a rebrand.
  • A recent rebrand that was uncompleted, which provided an unfinished logo and some colour explorations.
  • Accessibility issues in their digital products.
  • No clear guidelines or visual system, damaging consistency.
  • Website didn't respond to current business needs.
  • Separate branding for schools and consumer, which made it confusing.
  • All of this needed to be done in a very short timeframe to launch our new brand along with our updated and refreshed products.
Brand and product before the refresh
Brand and product before the refresh

The Goals

  • Create a new brand, aligned with their growth and supporting a premium image, yet kind and friendly for kids.
  • Establish clear brand guidelines to support business expansion, for all team members to create new designs, components, product iterations, assets or brand collateral.
  • Create a scalable design system for their digital products.
  • Improve collaboration between design and development teams.
  • Strong foundations to create a seamless experience.
  • Refresh our products in a timely and efficient manner.
  • Take care of the most urgent product screens/features, aligning our new brand with improvements in usability.

Creating a Consistent Visual Language

The brand needed to have strong principles as a whole, with clear rules and do's and don'ts, examples and how to be applied in every platform.

This translated into a big impact for all teams — especially the product and marketing teams — saving time and effort on a seamless product experience. Those included:

  • Core narrative
  • Guidelines for all brand elements (font, colour, pattern, etc.)
  • Illustration sets
  • Mascot strategy and tone of voice
  • Iconography
Brand guidelines and illustration system
Brand guidelines and illustration system
Mascot and voice
Mascot and voice

Structure

The old product and brand had a fragmented structure, so we took action and constructed libraries, styles and components.

We followed a consistent methodology for file organisation, covering all different products using the same language and logic. The covered areas included:

  • Libraries and files organisation
  • A scalable design system
  • Components and variants
Design system and component library
Design system and component library

Refreshing Our Products

With the new visual language and design system in place, we refreshed the website and the most urgent product screens, prioritising feature areas with the most impact on user experience and business outcomes.

Refreshed product screens
Refreshed product screens
Marketing site updates
Marketing site updates

The Results

Our new brand, website and products created a whole new experience, with strong foundations for the company and very positive results.

Brand

  • Helped our team on the alignment creation of assets and collateral.
  • Was produced on a timely manner for launch.
  • Differentiated from our competitors.
  • Boosted the attraction of new customers.

Website

  • Visits to the website increased by 2.3×.
  • Average time on page increased from 14.7 to 32.4 seconds.
  • Bounce rate decreased from 57% to 43%.
  • Amount of pages visited increased from 2 to 5.
  • Different pages visits oriented to growth increased by 2.1×.

Product Updates & Enhancements

  • The refreshed look made our products more desirable for potential and existing users.
  • The additional and improved features caused more curiosity in schools, driving an increased 2.7× conversion rate in sales.
  • Usability improved, and kids experienced a better product.
  • Accessibility was met at AA level.

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Portrait of Marta

The human behind

Hola! I'm Marta, a Product Designer with a strong visual and brand-driven approach, combining UX/UI, design systems and creative direction.

With experience across product teams, startups and agencies, I design scalable digital experiences while shaping brand identity and visual languages across platforms.

I enjoy working at the intersection of product design, brand and visual storytelling, translating research and product strategy into intuitive interfaces, cohesive design systems and distinctive digital products.

When I'm not pushing pixels, you'll find me drawing, dancing, travelling, or getting lost in nature. Driven by psychology, obsessed with good food, and always experimenting with new crafts. Life continuously gives me experiences and ideas that shape how I design.

In their own words

Marta has been instrumental in defining our branding and design direction at ClickOutMedia. She proved to be a highly skilled product designer and an outstanding collaborator, consistently adding value to every project.

Marta adapted easily to new challenges, always bringing thoughtful, user-focused solutions. Her versatility and positive attitude made her a pleasure to work with, and her impact on our design culture will be felt long after her time with the team.

Thinesh JeganHead of Design

I hired Marta while working at Pickatale, an ed tech start up. From the moment she joined she was such a joy to work with, always calm, professional and providing great feedback and a great team player.

At Pickatale we had some very intense projects and deadlines to meet, and I can definitely say we wouldn't have accomplished meeting and exceeding those expectations without her help.

Valerie PaurLead Product Designer

Working with Marta has been a great experience. She is highly organised and genuinely creative, with a strong ability to craft cohesive, thoughtful, and high-quality interfaces and branding.

Her Figma files reflect real product maturity; she knows how to optimise files and build systems that are clean, scalable, and collaborative.

Beyond her technical strengths, Marta brings radiant, positive energy to the team. She combines structure, creativity, and team spirit in a rare and valuable way.

Florian GouloubiSenior Product Designer

Say Hola!

Drop me a line at cleonmarta@gmail.com

Have a look at My CV

Beyond the grid: My Illustrations