Propella: Design System
Brand Design, Design System
Duration
2 Weeks
Type
Group Project
Logo Design, Figma file setup and organization, Brand Brief, Typography, Cards, Navigation, Desktop Screens, Modals/Pop-ups, Input Fields, Buttons, Tabs
My Role
Tools
the BRIEF
Design systems are crucial for keeping design elements consistent, improving efficiency, and ensuring that a brand's identity is preserved across various platforms, devices, and designers. A class project tasked me and two teammates to create a real estate investing brand and its design system. Collaborating with a team on this project helped give it a greater sense of reality as well since design systems are made to be used by teams.
the PROCESS
As a team composed of three women, we decided to focus on creating a real estate investing platform that empowered women. This would allow us to create a more fun, targeted brand than if it were a generic real estate brand. We began by conducting some background research to gain more insight into the current environment for women in the real estate investing industry.
RESEARCH
Today, only about 30% of real estate investors in America are women. This number is steadily increasing each year. Despite composing less than a third of the industry, female real estate investors tend to outperform men on their investment returns by as much as 2:1.
Surprisingly, we learned that disadvantages like the gender pay gap and family caretaking responsibilities are partially contributing to the success of women investors. The drive to achieve financial stability and provide for their families is strong for many women, and more women than ever before are finding both in real estate.
Source: Real Property Management,
LOGO DESIGN
The logo design began by exploring traditional elements relating to the real estate industry and our platform – houses, women, keys. Then I stumbled upon the idea of adding plants, specifically the Chinese Money Tree, which is known to symbolize good luck and prosperity. This was the perfect symbol to associate with Propella’s goal, and brought femininity to the logo design without being overly girly.
the OUTCOME
Target Audience
Propella caters to women who aspire to thrive in real estate investing. It is designed for women seeking financial empowerment, growth, and a supportive community. The platform is inclusive and welcomes women from diverse backgrounds and experiences.
Mission Statement
Propella's mission is to empower women through real estate investing, promoting financial growth and gender equity.
Personality
Propella has an approachable, inclusive, and empowering personality, fostering a supportive environment that emboldens women to confidently pursue their real estate investment and financial goals.
Empowered
Confident
Feminine
Intelligent
Community
NOT
NOT
NOT
NOT
NOT
Intimidating
Arrogant
Girly
Judgemental
Exclusive
