Overview
Huddel is a goal-setting platform that reimagines personal achievement through community support. Unlike traditional productivity apps that focus solely on individual tracking, Huddel allows users to invite supporters (friends, family, colleagues or coaches) who can provide encouragement and meaningful rewards for milestone achievements.
Project Scope:
- Complete brand identity development
- UI/UX design for web and mobile platforms
- Visual design system and component library
- Marketing materials and brand guidelines
- User journey mapping and interaction design
The challenge
The personal development market is saturated with productivity apps that feel like they don't actually motivate or provide a positive experience for the user. They treat achievement as a solitary pursuit. The challenge was threefold:
1. Differentiation: How do we stand out?
2. Emotional Connection: How do we design for the deeply personal nature of goals while making the experience feel warm, supportive, and human?
3. Simplicity: How do we create an interface that serves both goal-setters and supporters without overwhelming either group with unnecessary complexity?
The solution
I developed a design approach centred on three core principles: warmth, clarity, and celebration.
Brand Identity: It starts with choosing a suitable brand name. "Huddel" immediately suggested togetherness and support, which I reinforced through a visual identity that feels approachable and energising. I chose a vibrant colour palette to bring energy and positivity. The typography balances professionalism with friendliness.
The story
The philosophy behind the tagline, "Achieve More, Together" emerged from recognising that traditional goal-setting apps treat achievement as a solitary pursuit. The origins of the app comes from the creation of a simple spreadsheet to support my girlfriend's goals with rewards and encouragement. This origin story revealed the core insight: people achieve more when they have invested supporters, not just tracking tools.
I developed "Achieve More, Together" as not just a tagline but, the design philosophy that guided every interface decision.
The result
The design successfully positions Huddel as a relationship-strengthening platform rather than just another productivity app. The design framework around "Achieve More, Together" has become embedded in how we approach all product decisions, ensuring that new features strengthen the bonds between users and their supporters.
Most importantly, the visual identity supports the platform's network effects—users genuinely want to invite others into an experience that feels supportive and celebratory, which is essential for a platform that depends on growing user networks for success.