SCorvus
The Grounded Navigator
Role
UX / UI | Product Design | Strategy | Brand Design | Creative Direction
Corvus exists within a culture (Jiu Jitsu & Martial Arts) deeply built on tradition and legacy and this gym wasn’t trying to replicate what already exists.
The opportunity was to modernize and re-interpret tradition into intelligence and restraint.
CLA is the North Star of the gym, grounding every practice in adaptation through a Constraint Led Approach. The Crow represents adaptive cognition, shared and sustained, reflecting intelligence in motion. Community turns that intelligence into lived culture, where learning compounds and growth is collective. At the center of it all is Corvus, the convergence of philosophy, symbol, and people.
DESIGN APPROACH
ADAPTIVE AWARENESS.
REFRAMING THE JOURNEY
With this North Star in place, I redefined the art direction across three pillars.
Color, typography, and iconography would be the first building blocks of this system. Their role was not to decorate but to establish structure, emotional resonance, and a consistent sense of guidance.
From these insights I defined a North Star.
To create a grounded and human centered design system that inspires calm, trust, and clarity.
This North Star would not only guide the immediate design work but also serve as a reference point for future growth.
COLOR
Using natural earth tones inspired by a Sherpa’s ascent, the palette balances calm while allowing accents for momentum . Each color serves as an emotional cue to ground and guide the user.
NEXT HORIZONS
This foundation will continue to guide not only the product but the brand, its storytelling, and the experiences around it. Resulting in a connected ecosystem that feels consistent, grounded, and alive.
TYPOGRAPHY
The typography system prioritizes legibility, ensuring effortless readability when users write and review entries or insights. The selected typefaces balance accessibility with a design-forward aesthetic, maintaining clarity without distraction. In this system, the user’s thoughts and intentions are the protagonist, the typography simply supports their journey.
ICONOGRAPHY
The iconography system is built around guidance and progression. Each icon serves as a visual waypoint, offering direction and reassurance as users move through their journey. Consistent line work and gentle curves maintain clarity and calm across the interface.
A FOUNDATION FOR GROWTH
These choices created a cohesive design system that worked not only functionally but emotionally.
The product now has a design language that is not only recognizable but strategic.
Bringing the Vision to Life:
Defined a clear and distinctive visual identity through a unified North Star that connects design to user needs and growth.
Unified function and personality with a cohesive system of color, type, and iconography that builds trust and clarity.
Built a scalable framework and strategy that transforms the product from functional to guided and purposeful.
This case study shows how a constrained brief became an opportunity to define a long term vision. By grounding design choices in user research and connecting them to a guiding strategy, the project delivered more than color and typography. It delivered a creative compass for the product’s future.
Additional Credits
Product: Sherpa
Client: Josh Hsu
Next Project
Grassroots
Branding & Identity