Date
2019–2025
Brand Design · Art Direction · UX Design · Mobile App · Sustainable Fashion
EEkual · 2019–2025
EEkual
Made-to-fit sneakers for eekual: BlangBlang foot-scan app, Blangers product line, and the BlangBlang brand world – art direction & UX across mobile, product and brand.
01
Initial Situation / Problem
Off-the-shelf sneakers rarely fit. Standard sizing ignores foot width, instep, and the asymmetry between left and right foot — the result is returns, pressure points, and disposable shoes. eekual was founded to solve fit at the source: at the foot itself, with the smartphone as a measuring instrument.
Role
Art Director · UX Designer · Brand Strategist
02
My Role / Contribution
Art Director, UX Designer & Brand Strategist for the eekual universe:
- BlangBlang App (iOS): UX and visual language for the foot-scan app — onboarding, scan flow, data model, and the handoff into sneaker production. The app produces the geometry data each shoe is built from.
- Blangers (product line): Art direction for the sneaker lineup, packaging, product photography, and launch campaigns.
- BlangBlang (brand): Building the brand world — story, tone of voice, logo system, typography, palette, and motion language sitting between playful consumer brand and technical precision.
- Corporate Identity (extended): Logo applications, concept patterns, video clips, and communication concept as a coherent CI system.
- Web relaunch: Mockups and concept for the reworked website — a visual realignment of the digital presence.
- AI tools onboarding: Introducing the eekual team to AI tools as a strategic partner, not just a designer.
- After Effects / AI variations: Concept and visualization of an AI-driven approach to sneaker variation search built on a design system — communicating the next stage of development.
03
Solution / Result
A coherent brand experience across mobile, product, and brand world:
- A foot-scan app that produces reproducible foot data in minutes and bridges from phone to factory
- A visual system for Blangers: sneakers, packaging, and product communication speaking the same language
- A brand identity for BlangBlang with a clean split between consumer app and product label
- Art-direction guidelines for photo, film, and social that translate the technically demanding into something approachable
- Sound design and logo animation as an acoustic-visual brand extension
- A design system as the foundation for AI-driven variation search and scalability
04
Impact / Added Value
- Market positioning: BlangBlang established in the App Store — a concrete, downloadable entry point into eekual's "made to fit" promise
- Made-to-fit: Data-driven sneaker construction replaces guessing between sizes
- Brand coherence: App, product, and brand speak one visual language — from splash screen to shoebox
- CI system: Logo animation, sound, patterns, and video as an extended brand system
- Team transformation: Introducing AI tools sustainably changed how the team works
- Future architecture: The design system and AE concept for AI variations lay the ground for the next production step
- Foundation for what follows: The brand and UX work from the eekual chapter is the ground that the One.AI platform builds on from 2025 onward
Role
Art Director · UX Designer · Brand Strategist
Skills
Brand Development · Visual Systems · Packaging · Motion Design · Cross-Media · UX Design · iOS App · Mobile Interfaces
Next step