Saturday™
Role: Design Director, Brand & Product
Responsibilities: Product design & standards, design systems, brand strategy & visual identity, customer experience, investor materials
OVERVIEW
At Saturday™, a robotic laundry startup, I led the design and development of a cohesive customer experience, including the company’s visual & verbal identities and our patent-pending user app. I translated complex robotic systems into intuitive and cohesive digital experiences, marketing assets, and investor materials, shaping both product strategy & visual design to engage customers and stakeholders alike.
A Category-Defining Consumer Brand
OUTCOMES
I directed our agency partner in developing Saturday’s brand – from logos, colors, type, and photography to voice, tone, and brand storytelling – ensuring our visual and verbal identities reflected our strategic goals while being accessible and scalable for implementation.
The Saturday™ App
OUTCOMES
I led product development for Saturday’s first-ever user app, defining features and flows, and designing the digital experience end-to-end. The app allows customers to manage their accounts, track laundry progress, edit pickup schedules, and create custom organization structures for returned laundry.
Onboarding & Log In
Best Practices
Laundry Tracking
Closet Filtering
Closet Organization
Garment Attributes
Design System & Component Library
OUTCOMES
I created Saturday’s design system, housing brand guidelines, typography, color usage, and a component library for consistency across web, app, packaging, and marketing materials. This system ensures a cohesive and scalable design approach as the company grows.
Comprehensive Customer Experience
OUTCOMES
I shaped the Saturday™ customer experience by designing sustainable and functional touchpoints. I collaborated with Engineering to develop a fully recyclable laundry box, ensuring durability and a minimal environmental footprint. To reinforce brand visibility, I designed the wrap and messaging for Saturday's electric truck fleet. I also created our Customer Welcome Kit, including a machine-washable tea towel, branded delicates bags, and a CEO letter, bringing a personal touch to onboarding.
Launch Website & Waitlist Registration
OUTCOMES
Our launch website allows customers to learn how Saturday™ works, compare costs using an interactive calculator, and join our waitlist. I led the design process, from journey mapping and information architecture to final developer handoff.
Waitlist Acquisition Strategy
OUTCOMES
I partnered with a Paid Media advisor to develop a customer acquisition strategy focused on paid social ads and community events to build the Trusted Tester waitlist. I designed targeted digital ads, direct mail on plantable paper, and event booth materials, driving awareness and early sign-ups for the Saturday™ waitlist.
