Phira ventures

Visual Identity

·

Intro

Phira Ventures is a venture group working across a broad mix of industries, from German sleep products and real estate to AI-driven products for older generations. Working across several of these ventures has meant moving between e-commerce, branding, performance marketing and digital product design, while adapting the design approach to very different audiences. A large part of my work has focused on finding the right balance between a strong visual identity and something that performs commercially.

mySheepi — design driven by performance

For mySheepi , one of Phira Ventures’ e-commerce brands, I work across email marketing, paid advertising, branding and video content.

My involvement goes beyond the visual execution.

I also work on concepting, scripting and directing video / photo content, thinking about how an idea moves from the initial hook through to the final call to action. Since joining the brand, conversion performance has improved significantly. A big part of that comes from treating the creative process as an ongoing cycle rather than looking for one perfect solution.

Design, test, learn, repeat

Like most e-commerce brands, mySheepi is heavily driven by A/B testing. Almost every output becomes an opportunity to learn something.

Different headlines, layouts, visuals, edits, hooks and calls to action are tested against one another to understand what actually resonates with the audience. The strongest ideas are developed further, while weaker ones become useful information for the next iteration.

For me, this makes the work especially interesting because creative decisions are not based purely on taste. Design and performance constantly inform one another.

Lunis.AI — building a visual language

For Lunis.AI, I worked on developing the visual language and designing the website.

The challenge was to make the product feel clear and accessible without looking overly corporate or technical. The visual direction needed to be simple enough to communicate the product immediately, while still having a slightly more contemporary and distinctive character.

I designed the interface and visual system in close collaboration with the developer, working together to translate the design into a website that felt clean, intuitive and consistent.

AI designed for an older audience

I also worked on the design of an AI application created specifically for elderly users. The concept centred around voice interaction: rather than requiring users to navigate complicated interfaces or type questions, they could speak naturally to the application and receive an answer out loud.

This changed the way the interface needed to be approached. The focus became simplicity, clarity and reassurance, removing as much friction as possible and making the technology feel approachable rather than intimidating.

The project is currently on hold due to organisational restructuring, but the process offered an interesting opportunity to think about AI from a very different perspective, designing not around technological complexity, but around making that complexity almost disappear.

Designing across ventures

Working with Phira Ventures has given me the opportunity to move between very different types of design problems: increasing conversion for an established e-commerce brand, defining the visual identity of an AI product and exploring how emerging technology can become more accessible to older audiences.

The common thread is the same: understand the audience, create a clear visual direction, test what works and keep refining it.

Phira ventures

Visual Identity

·

Intro

Phira Ventures is a venture group working across a broad mix of industries, from German sleep products and real estate to AI-driven products for older generations. Working across several of these ventures has meant moving between e-commerce, branding, performance marketing and digital product design, while adapting the design approach to very different audiences. A large part of my work has focused on finding the right balance between a strong visual identity and something that performs commercially.

mySheepi — design driven by performance

For mySheepi , one of Phira Ventures’ e-commerce brands, I work across email marketing, paid advertising, branding and video content.

My involvement goes beyond the visual execution.

I also work on concepting, scripting and directing video / photo content, thinking about how an idea moves from the initial hook through to the final call to action. Since joining the brand, conversion performance has improved significantly. A big part of that comes from treating the creative process as an ongoing cycle rather than looking for one perfect solution.

Design, test, learn, repeat

Like most e-commerce brands, mySheepi is heavily driven by A/B testing. Almost every output becomes an opportunity to learn something.

Different headlines, layouts, visuals, edits, hooks and calls to action are tested against one another to understand what actually resonates with the audience. The strongest ideas are developed further, while weaker ones become useful information for the next iteration.

For me, this makes the work especially interesting because creative decisions are not based purely on taste. Design and performance constantly inform one another.

Lunis.AI — building a visual language

For Lunis.AI, I worked on developing the visual language and designing the website.

The challenge was to make the product feel clear and accessible without looking overly corporate or technical. The visual direction needed to be simple enough to communicate the product immediately, while still having a slightly more contemporary and distinctive character.

I designed the interface and visual system in close collaboration with the developer, working together to translate the design into a website that felt clean, intuitive and consistent.

AI designed for an older audience

I also worked on the design of an AI application created specifically for elderly users. The concept centred around voice interaction: rather than requiring users to navigate complicated interfaces or type questions, they could speak naturally to the application and receive an answer out loud.

This changed the way the interface needed to be approached. The focus became simplicity, clarity and reassurance, removing as much friction as possible and making the technology feel approachable rather than intimidating.

The project is currently on hold due to organisational restructuring, but the process offered an interesting opportunity to think about AI from a very different perspective, designing not around technological complexity, but around making that complexity almost disappear.

Designing across ventures

Working with Phira Ventures has given me the opportunity to move between very different types of design problems: increasing conversion for an established e-commerce brand, defining the visual identity of an AI product and exploring how emerging technology can become more accessible to older audiences.

The common thread is the same: understand the audience, create a clear visual direction, test what works and keep refining it.

Phira ventures

Visual Identity

·

Intro

Phira Ventures is a venture group working across a broad mix of industries, from German sleep products and real estate to AI-driven products for older generations. Working across several of these ventures has meant moving between e-commerce, branding, performance marketing and digital product design, while adapting the design approach to very different audiences. A large part of my work has focused on finding the right balance between a strong visual identity and something that performs commercially.

mySheepi — design driven by performance

For mySheepi , one of Phira Ventures’ e-commerce brands, I work across email marketing, paid advertising, branding and video content.

My involvement goes beyond the visual execution.

I also work on concepting, scripting and directing video / photo content, thinking about how an idea moves from the initial hook through to the final call to action. Since joining the brand, conversion performance has improved significantly. A big part of that comes from treating the creative process as an ongoing cycle rather than looking for one perfect solution.

Design, test, learn, repeat

Like most e-commerce brands, mySheepi is heavily driven by A/B testing. Almost every output becomes an opportunity to learn something.

Different headlines, layouts, visuals, edits, hooks and calls to action are tested against one another to understand what actually resonates with the audience. The strongest ideas are developed further, while weaker ones become useful information for the next iteration.

For me, this makes the work especially interesting because creative decisions are not based purely on taste. Design and performance constantly inform one another.

Lunis.AI — building a visual language

For Lunis.AI, I worked on developing the visual language and designing the website.

The challenge was to make the product feel clear and accessible without looking overly corporate or technical. The visual direction needed to be simple enough to communicate the product immediately, while still having a slightly more contemporary and distinctive character.

I designed the interface and visual system in close collaboration with the developer, working together to translate the design into a website that felt clean, intuitive and consistent.

AI designed for an older audience

I also worked on the design of an AI application created specifically for elderly users. The concept centred around voice interaction: rather than requiring users to navigate complicated interfaces or type questions, they could speak naturally to the application and receive an answer out loud.

This changed the way the interface needed to be approached. The focus became simplicity, clarity and reassurance, removing as much friction as possible and making the technology feel approachable rather than intimidating.

The project is currently on hold due to organisational restructuring, but the process offered an interesting opportunity to think about AI from a very different perspective, designing not around technological complexity, but around making that complexity almost disappear.

Designing across ventures

Working with Phira Ventures has given me the opportunity to move between very different types of design problems: increasing conversion for an established e-commerce brand, defining the visual identity of an AI product and exploring how emerging technology can become more accessible to older audiences.

The common thread is the same: understand the audience, create a clear visual direction, test what works and keep refining it.

Phira ventures

Intro

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Moovv

Circuit Zandvoort

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Phira ventures

Intro

Recharge

Moovv

Circuit Zandvoort

Links

Phira ventures

Intro

Recharge

Moovv

Circuit Zandvoort

Links