Website redesign, Product design and Brand refresh

Main Focus

Delivering a unique user experience that conveys connection, nature, and flow of processes.

Type of Startup

Community App for Slack. Pairs your community members in need of advice, introductions, or resources with other members who can help.

Unique Take

Used custom illustrations and design across all deliverables. 


They noticed a +160% increased conversion rate with the brand refresh and the new website.

Approved by Slack. Their app is on the Slack store.

Business volume increased by 40%. Gained hundreds of subscribers, hundreads on the waiting list.

Accept by Awwwards as a Site of the Day Nominee. 
Also got in the Honorable Mention section on Awwwards.  

Our Responsibilities


  • Brand strategy workshop
  • UX / Product Design
  • Web design & development


  • Brand identity & Guide
  • Wireframes
  • Product User Interface
  • Responsive Web Design
  • Webflow Design Development
  • Custom Illustrations
  • Animation

The Challenge

Reciprocity needed a redesign, a brand refresh accompanied by product design. They approached us with a great idea and vision for the company and how they would imagine their new brand to be portrayed. 
“We believe that asking your community for help should be easy. Community members actively want to help each other – they just need help with ‘how’. And that everyone has both wisdom to share, and things to learn.”

Research & Strategy

The research process was streamlined with help of Josh Bletterman, who worked on the project as a copywriter. His creative and poetic approach helped shaped a lot of the visual aesthetic. We figured out who we need to reach, how we wanted to look and feel and we way Reciprocity will communicate with its prospects. 

Giving the brand a new face.


We referenced what Reciprocity was and where the general idea comes from
but gave it a bold and modern minimalistic look. 

Before & After

Brand Identity and Assets design

We custom created almost everything from scratch.  We had a real artist draw out some of the visual elements for our needs. Besides the complementary graphic elements we had to create their graphic explanations for the website, Slack app store designs, brand guide and more. 

Product dashboard design

Reciprocity has a product that is quite unique, while it’s an app for Slack it also should have everything in one place, sort of a back-end overview – a hub for community admins.
One of the challenges was how to envision a functional product dashboard that puts all the needs in one place. After a few iterations, we came to a conclusion what a community admin would appreciate as a statistic and went from there.
We ended up with a fully functional dashboard that monitors Asks, Offers, Payments, and other community engagement. 

Website design

The brand story is told via many different channels, one of those channels is the website. Keeping in mind the natural state of flow and the notion that we are all connected, we designed a custom website solution that serves as one of the main pillars of ReciprocityCommunity’s visual expression. 

Before & After

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