BOXLANG (Project Jericho)

Overview

Project Jericho focused on defining the brand identity and foundational UI for BoxLang, a new programming language by Ortus Solutions.

Problem

As a new product, BoxLang lacked a clear visual identity and structured UI foundation, making it harder to communicate its positioning and build trust with developers.

Role

I led the design of the brand system and core UI foundations, translating product intent into a cohesive and scalable visual language.

Approach

I approached the project through system thinking, ensuring that the identity was not just visually appealing, but structured to scale across product surfaces and future use cases.

Key Decisions

• Designed a logo integrating symbolic elements (swirl + shofar) to reflect brand meaning.
• Built a cohesive and scalable visual system (color, typography, iconography).
• Defined UI foundations to ensure consistency across web and future product touchpoints.
• Prioritized clarity and recognizability for a technical audience.

Technical Implementation

Delivered structured design assets and UI guidelines aligned with the brand system, enabling consistent implementation across digital surfaces.

Outcome / Impact

Established a scalable brand and UI foundation that enabled a consistent product launch, strengthening BoxLang’s credibility and positioning in the developer ecosystem.

Learnings

In early-stage products, defining a clear and scalable system early creates alignment across teams and prevents fragmentation as the product grows.