Haaartland — Designing a Platform for Safe and Simple Communities
Client Haaartland
Platforms iOS, Android, web
Date Mar 2020 -
Haaartland is a Nordic SaaS platform focused on building digital communities that are safe, simple, and beautifully designed - blending Scandinavian aesthetics with strong ethical principles and built-in AI features.
I was brought in to redesign the entire user experience and interface across the platform - from the web app to native iOS and Android apps. My role also included refreshing the brand identity and designing marketing materials.
The product had ambitious goals, combining features like a feed, messaging, notifications, and user profiles - essentially a private, purpose-driven alternative to social networks. I started by scrapping the previous version and building a new design system from the ground up in Figma, creating every component from buttons to navigation patterns. This system became the backbone of both the product and the brand going forward.
Alongside the app, I also modernized the logo and symbol, introduced a custom icon set, and switched the typography to Inter to improve legibility and tone. The website, pitch deck, and other assets followed suit, creating a unified and professional presence.