A little background story: SUGAA was a design task I received as part of a job application.

The brief was simple:

Create a personal journaling app that helps users reflect daily with a unique feature where celebrities record short morning motivation messages for users.

There wasn’t a requirement to conduct research.
The focus was on turning an idea into a strong visual product.

So this project became less about UX discovery and more about:

How do I take a concept and turn it into something emotionally engaging, visually clear, and brand-aligned.

The Concept

SUGAA is a personal journaling app designed to:

• Help users document their thoughts

• Build consistency through daily entries

• Receive motivational audio from celebrities

• Start their day with positive energy

The app blends journaling with inspiration.

It isn’t just about writing. It’s about creating a mood.

My Role

For this task, I handled:

• Brand identity design

• Logo creation

• Visual direction

• UI design

• Prototyping

This was an end-to-end creative execution project.

Brand Thinking

Before jumping into screens, I thought about the personality of SUGAA.

The name felt soft, sweet, and uplifting like “sugar” but spelled differently.

So I asked myself:

What should this brand feel like?

• Warm

• Encouraging

• Calm

• Modern

• Slightly playful

I created:

• A soft but confident color palette

• Clean typography for readability

• Gentle gradients to create warmth

• A logo that feels friendly and approachable

  
  

The goal was to design something that users would want to open every morning.

UI Direction

Because journaling is personal, I avoided clutter.

I focused on:

• Clear hierarchy

• Soft spacing

• Simple navigation

• Calm background tones

The celebrity audio feature was designed as a highlight moment, visually distinct but not overwhelming.

The journaling flow was kept simple:

• Open app

• Listen to motivation (optional)

• Write entry

• Save

  
  

Design Decisions

Some intentional choices I made:

• Used rounded components to make the interface feel softer

• Avoided harsh contrast to maintain calmness

• Made the CTA buttons clear but not aggressive

Since this was mainly a UI-focused task, attention to detail mattered:

Spacing, consistency, typography scale, and visual rhythm were very intentional.

What This Project Showcases

This case study isn’t about research-heavy UX.

It showcases:

• My ability to translate ideas into visuals

• My brand thinking

• My creativity

• My UI precision

• My ability to design emotionally-driven products

It shows how I can take a concept and make it feel real.

What I Learned

Even when a project is “just UI,” it still requires thinking.

Designing emotional products requires:

• Understanding tone

• Designing for feeling, not just function

• Consistency in visual language

• Clarity in interaction

This project strengthened my ability to align brand identity with interface design.