Impact

Entrepreneurship learning often takes a serious tone. We wanted ours to feel fun. As the only designer on a three-person team, I had no script to work with- no brand, system, nor playbook. So instead of screens, I started with a character: a dolphin named Dolphi. From that one bet, I grew the whole ecosystem— identity, design system, badges, and the interfaces people learn in.

Identity

Learning has to feel smart enough to trust and warm enough to come back to. Dolphi—curious, fluid, a little playful—became that balance: a companion that could grow up alongside the user and stretch into badges, onboarding, and marketing without losing itself.

Visual rewards

To motivate users, I turned the character into achievement badges. Every badge marks something real: a finished course, a skill that clicked.

System

One character and a set of badges only hold together with rules behind them. Without a system to inherit, I wrote one. Dolphi's traits rooted in trust and fun translated into the design system:

• Typography — serif for long-form reading, sans for UI and metadata
• Palette — indigos and teals for long sessions, purple accent for interaction
• Components — radius and spacing derived from mascot geometry

Core UX

This is where the system had to earn its keep. People bounce between reading, listening, and stolen five-minute sessions—so each screen below puts the type, color, and mascot to work.

Scale

By starting with Dolphi, the soul of the app, the rest came easily. The same type, color, and badge art carried onto the web, marketing pages, and investor decks. Each surface can easily inherit the brand's identity.