2023-2025 · Social platform

Sweemee

Giving a new social platform its first product language.

My role: Founding Product, Brand & Motion Designer
Platforms: Mobile & Web
Status: Shipped product features

Sweemee · Selected design work · Click to enlarge

Starting with the foundations

As Sweemee’s founding designer, I shaped the product experience, identity and atomic design system from scratch. My work connected content creation, sharing and reading across web and mobile, with brand and motion developed alongside the interface.

Inside this case study

Listen to the product explanation

Read the audio transcript

Sweemee brings content creation, sharing and reading into one product. As founding designer, I shaped the experience across web and mobile, alongside the brand and motion. I built the atomic design system from scratch, starting with visual foundations and reusable components. Those patterns support content management, mobile posting and reading, so new features can build on a shared design language. This animation introduces the identity. The separate Loom walkthrough at the end of the case study goes deeper into the product.

Sweemee · Logo & storyboard

Starting from zero

I joined Sweemee, formerly Swee, as founding designer before there was an established design system, brand identity or clear product direction. I owned the early interaction and visual decisions across web and mobile.

An atomic system built from the first screen

I built Sweemee’s atomic design system and component library from scratch. I established the visual foundations, then organised reusable elements into components and patterns that could support content creation, the blog, offline reading and SMS-connected messaging across web and mobile. This gave new features an established design language to build on, while the brand’s typography, colour and motion remained part of the product experience.

Creating and sharing in one product

Sweemee’s creator tools bring making, managing and publishing content into the same experience. I designed for creators moving between desktop content management and mobile posting, alongside community features for following, sharing and discovering content.

Brand and motion as part of the experience

I shaped typography, colour and visual tone, then used motion to support interaction. The same visual language carried into marketing assets so the external presentation matched the product.

The result

The design language and system I built from a blank page remain the foundation for the product. I shipped core features across web and mobile while establishing a consistent brand and motion language. Ngozi Moses’s review describes the work as communicative and detail-oriented, and highlights how the early concept became a polished app.