case study


Bookelicious, the brain child of Lea Anne Borders of the Borders Books family, is an AI-powered, interactive multi-user EdTech platform designed to match children with high-quality, professionally curated books they'll actually want to read. Lea Anne knew the immense potential of Bookelicious but needed a creative director to build the visual brand from the ground up. That's where we came in.
With a complete vision and target audience research in mind, we developed detailed and comprehensive brand guidelines as to how and what the Bookelicious brand wanted to communicate through the design of assets like the Bookelicious logo, color palette, fonts, and overall aesthetic.  

A very important part of the Bookelicious brand identity is its custom illustrations, or bookmojis. We found and brought on board Juan Manuel Bosi, a highly talented illustrator, and collaborated very closely with both Juan and Lea Anne Borders to develop the unique bookmoji style.

Fun fact: Diana also introduced Lea Anne to Laura Godfrey, a successful serial entrepreneur, who is now co-founder and plays a major role in the growth Bookelicious is experiencing.
Once the basic brand elements and bookmoji illustration style were established, we went on to design the entire Bookelicious platform. This was a massive UI/UX undertaking as it included complex and interconnected elements which needed to be able to be used by users who differed greatly in age, interest, and tech savviness.
In addition to emails, we also designed landing eye-catching and action driven landing pages for Flowcode. The designs were first created in Adobe XD and Figma and then built out in Hubspot.
The design process included exploring and establishing multiple user flows, wireframes, high-fidelity mockups and interactive prototypes of a wide variety of complex components including:
  • e-commerce
  • webpages to organize and showcase the extensive Bookelicious library and collections
  • a GUI for gamified book-matching
  • interconnected dashboards for educators, parents and children
  • virtual classrooms
  • back-end dashboards for professional curators
  • interfaces for virtual book fair fundraisers
Zix wanted an interactive ebook layout that is modern, easy to read and doesn't cause scroll-fatigue. We designed a format in which each page of the ebook lives above the fold and includes easily accessible navigation, thus allowing the reader to never have to scroll.

After creating wireframes to establish the user flow, high-fidelity mockups and interactive prototypes were designed for desktop, tablet and mobile views.

We also designed a landing page where readers can sign up to receive each chapter of the ebook as they are published.
Other projects we worked on for Zix include even more ebooks, microsites and reports. These publications are full of data which needed to be effectively and accurately represented through visuals which would hold the readers' attention. We designed all sorts of infographics in a range of formats, yet always made sure they complimented the Zix brand guidelines.
The result was a stunning ecommerce website cleverly designed for both B2B and B2C customers. The split navigation design and the build-a-bed interactive feature greatly contributed to the overall user experience.

Since the launch of their new website, The Comphy Co. has enjoyed remarkable growth. They have established themselves as industry leaders and, even several years on, the website we worked on for them is still able to cater to their needs.


As the platform went into development, design work on cohesive marketing materials, investor documents, presentations, print materials and other brand collateral began. To date, we have designed social media posts, emails, animated gifs, investor decks, executive summaries, QR codes and everything in between.
Print materials we have designed for Bookelicious include bookmarks, custom bookmarks, stickers, tote bags, signage, posters, mugs, a wide range of stationary items, t-shirts, buttons, and more.
Bookelicious is growing fast. The platform went live to the public in August of 2021 and, as of December 2021, Bookelicious has over 30,000 registered users, is used by more than 1,300 schools across the United States and is endorsed by many well-known voices in the children's literacy world.


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