Overview
RuckList is a proof-of-concept gear-tracking tool designed to simplify trip planning and gear organization. I created the product experience, brand identity, and an interactive brand guide that demonstrated how the platform could scale. While the client ultimately chose not to implement the design direction, the project remains a valuable case study in simplifying complex workflows.
The Problem
Outdoor enthusiasts lacked a simple, reliable way to track gear and share equipment lists with others. Existing tools were clunky, uninspiring, and not built for community. The challenge was to design a product that worked as a practical tool while creating a brand identity strong enough to grow with the outdoor community.
Responsibilities:
Product design, branding, interactive prototyping
Collaboration:
Independent project with user research + testers
Software:
Figma
Approach
I designed the core product experience and brand identity from the ground up. Using Figma for rapid prototyping, I tested interactions early and refined flows quickly. Alongside the gear-tracking app, I created an interactive brand guide to keep the identity consistent as the concept evolved, and I supported early marketing site discussions to help align product and brand.
Outcomes & Impact
Comprehensive Concept
Designed both the product and brand identity as a unified ecosystem.
User Testing
Research and prototype feedback confirmed the tool’s clarity and usability.
Proof of Potential
Delivered a scalable concept positioned to grow into a full outdoor platform.
