KATHRYN ULLOA

Cutback Store

The Cutback Store is a niche online store for surfers with a strong focus on story telling and editorial content. 

Australia and New Zealand have a rich surfing history, but Cutback Store aims to showcase the craftsman and surf entrepreneurs of today. 

As the first MVP, the visual design and ux direction will be used gather interest, feedback, and to assist in the process to sign up prospective vendors.

 

Responsibilities:

Project Owner
Creative Concept
Branding
Art Direction
UI / UX

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Amplify Partners

Amplify Partners are a contemporary technology recruitment company. As specialists in providing top tier talent for their partners, they wanted a brand and online presence that set them apart from their competitors. 

The visual concept references the idea of highlighting a job in the paper, but establishes it boldly and confidently into a modern setting. 

The typography treatment communicates key messages that are central to the brand identity and business objectives. 

Project completed while employed at Simple Machines. Enjoy the live site at amplifypartners.com.au.

 

Responsibilities:

Creative Concept
Branding
Art Direction
UI / UX
Print Collateral


HealthCombined

HealthCombined is a dedicated network for healthcare professionals across Australia. It aims to better connect a patient to the right health care professional, and to improve referral pathways. 

I have been the creative lead on this project since its early conception over 18 months ago while employed at Simple Machines. Leading the overarching visual direction and implementing UI elements across each aspect of the platform. 

Working in a small product team, we have recently launched a closed Beta site to enable user feedback and understand business requirements for phase 02. 

 

Responsibilities:

Art Direction
Visual Design
UI
UX Contribution
Print Collateral

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Cadence

Cadence is a mobile app concept for Cardiologists and their patients. It aims to provide better understanding and real time visibility of heart activity and pacemaker transmissions. 

Initially prototyped for one of the industry leaders in medical device technology, this MVP concept adopts a lean brand and visual identity.

With the intention to create a product that visually challenges our expectations of medical applications, Cadence adopts a bold colour palette and contemporary UI elements. 

Concept created while employed at Simple Machines. 

Responsibilities:

Art Direction
Branding
UI
 

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Puravida Study

Puravida Study is a student agency for international students seeking to study in Australia. The Agency offers a range of course and visa advice, whilst inadvertently promoting the Australian lifestyle. 

Since the company inception in 2016, I have been involved in all aspects of branding, art direction, social media activity, and the design of both the company website and blog - Puravida Local. 

Puravida Local will feature content from international students actively engaged in the Australian Lifestyle, providing a community for those in Australia, and an insight for those abroad.

 

Responsibilities:

Project Owner
Creative Concept
Branding
Art Direction
UI / UX


NAB Margin Lending

In 2015 the Margin Lending department at NAB had an ambition to improve their online presence and product offering online. 

While employed at Fluency, we worked with key stakeholder at NAB to understand their buisness objectives and project requirements. 

Unfortunately after completing thorough user interviews, ux & ui direction, the NAB corporate brand team independently launched nab.com.au and ceased all further work on the margin lending site.

 

Responsibilities:

Art Direction
UI / UX

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Open Shutters

Open Shutters approached Simple Machines with a functioning prototype of an app that enables home owners to take control of their smart window blinds. 

The user experience has been designed around the primary function, that enables a home owner to independently control the angle of each window blind located within their home.

Working closely with the UX Designer, a Junior Designer, Front End Mobile Engineer and Industrial Product Engineers, I assisted in feedback of the functioning prototype, and provided art direction and oversight of the visual implementation.

 

Responsibilities:

Art Direction
Digital Product Team


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Sprockets

The engineering team at Simple Machines are an active and engaged group of subject matter experts, both internally and externally to the organisation. 

Sprockets has been created to provide a dedicated blogging environment for recent experiments, discoveries and articles written by the engineering team.

We wanted the branding and visual direction to represent thought leadership but remain playful, inclusive and approachable. The word mark draws references to written code while achieving a clean and contemporary aesthetic. 

 

Responsibilities:

Art Direction
Branding
UI / UX