Shipt
Building a system from 0 to 1.
Shipt had grown fast when it was acquired by Target, supercharged by pandemic demand — and every product team was solving the same design problems differently. I built the design system that unified them.
Aster came to us with a bold ambition: make home solar feel less like an appliance purchase and more like joining a movement. Over four months we rebuilt their identity from the ground up and shipped a new marketing site and customer dashboard.
The challenge
The existing brand read as clinical and forgettable — a sea of blue gradients indistinguishable from every other energy company. Meanwhile the product experience buried the one number customers actually cared about: how much they'd save.
A warmer system
We anchored the identity in a warm solar palette — sunrise oranges against deep earthen tones — paired with a geometric mark that echoes an aperture opening to light.
Rethinking the dashboard
The redesigned dashboard leads with projected savings and animates the flow of energy from panel to home in real time. Complexity is revealed progressively, so first-time users aren't overwhelmed.
The new brand finally feels like us — optimistic, human, and impossible to ignore.
Outcome
Within a quarter of launch, Aster saw a 64% lift in qualified leads and a measurable jump in dashboard engagement. The system continues to scale across new markets today.