Project Background
UpLift is a self-initiated capstone project and business model concept developed to address the need for more accessible, thoughtful ways to support mental health and self-care. The idea began as a system for sending care packages to those struggling, with the unique aspect of anonymous delivery. It later expanded into a full care-package brand offering a variety of themes, including wellness, fitness, and nutrition, while maintaining a strong focus on emotional impact and personal connection. The brand experience is supported by an app prototype, custom packaging, curated package contents, and visual storytelling that reflect the core values of compassion, authenticity, and encouragement. Some early marketing elements, such as the lead magnet landing page and promotional email, were developed while the brand identity was still evolving to support user engagement during the early stages of the project.
UpLift Stylescape
Uplift Logo Rationale
Obstacle & Approach
The development of UpLift involved several challenges that pushed me to think strategically and creatively across every stage of the design process. The full design process can be viewed here: UpLift Capstone Presentation.
The first major obstacle was defining a visual identity that felt inclusive and balanced. Since the concept of care packages is often associated with soft, feminine branding, I wanted to challenge that stereotype while still creating something warm and welcoming. I experimented with colour theory and landed on a palette that felt gender-neutral but emotionally resonant, drawing inspiration from coastal tones. Typography was another key consideration: I selected New Kansas for its clean, modern aesthetic and added custom touches to keep it personal and memorable. Poppins was selected as a welcoming, yet readable, supplemental font for body text.
Uplift Lead Magnet Landing Page - Hero Section
Uplift Lead Magnet Landing Page - FAQ Section
One of the early considerations was how to introduce and promote the brand before the full identity system was in place. Some initial marketing elements, including a lead magnet landing page and a promotional email, were created while the brand identity was still evolving. These materials were developed to support early user engagement and test how the brand’s messaging, tone, and visual direction would translate in real-world contexts. This stage required flexibility, as I had to make design decisions that felt true to the developing brand without the benefit of a finalized system. These pieces became valuable tools for identifying what resonated most with the target audience and helped inform later refinements to the identity as a whole.
UpLift Branded Hoodie
UpLift Package (Personal Growth)
Next came packaging. Originally, I envisioned a fully custom box, but after considering real-world logistics and cost constraints, I pivoted to a more realistic solution: a branded box wrap. This allowed me to maintain strong visual impact while designing for an efficient, scalable production process. I also incorporated playful, organic elements with a custom pattern to enhance the emotional appeal and make the unboxing experience feel personal and joyful.
When curating the package contents, I aimed to strike a meaningful balance between emotional resonance and practical use. While each box is themed differently, they may include items like a guided journal, a screen-printed t-shirt or hoodie, custom stickers, a handwritten note, and a QR code linking to a personalized playlist. Every piece, from the journal content to the illustrations, was thoughtfully designed to reflect the purpose of the package, ensuring a cohesive and heartfelt experience for the recipient.
Guided Journal (Personal Growth)
Stickers (Personal Growth)
QR Card to Motivational Playlist
To create a seamless user experience, I prototyped a mobile app that mirrors the UpLift journey. This included user flows for browsing packages, customizing contents, sending anonymously, and even nominating someone to receive a surprise package. Designing the UI required me to think beyond aesthetics and consider user empathy, accessibility, and clarity. I created different app visuals tailored to various package types while maintaining brand consistency throughout.
Each step required problem-solving, adaptability, and constant refinement. From big-picture concept to exact visual detail, UpLift was an exercise in applying design thinking to create something that’s not only visually compelling but also emotionally impactful and grounded in real-world feasibility.
UpLift App Onboarding Screen
App Onboarding Process
App Home Page
Summary
UpLift is more than just a design project. It is a brand with the potential to create real emotional impact. Every element, from the screen-printed hoodie and guided journal to the custom stickers and playlist card, was designed to bring comfort, encouragement, and connection to the person receiving it. Whether sent anonymously or intentionally, each care package is meant to say: you matter, and someone is thinking of you.
Working on UpLift was incredibly meaningful to me. It allowed me to combine my skills in branding, marketing, packaging, UX, and storytelling with something deeply human. I didn’t just want to make something beautiful. I wanted to make something that could make a difference. Through this project, I discovered how design can be both functional and emotional, and how powerful it can be when rooted in purpose. UpLift reflects not just what I can create, but why I want to create in the first place.
