rello
Rello is a UK-based platform designed to simplify the property buying and selling process, connecting clients with real estate and legal professionals in one structured digital experience. The product needed to do two things simultaneously: build trust with first-time users on the marketing website, and support existing clients through a complex, multi-step process inside the application. I was responsible for the end-to-end design, from visual identity through to final UI across both web and app.
REAL ESTATE AND LEGAL PLATFORM | UI/UX DESIGN | VISUAL IDENTITY
Problem
The property and legal process involves multiple steps, documents, and stakeholders, which can easily feel overwhelming for users. Many existing platforms lack clarity and structure, making it difficult for users to understand where they are in the process and what actions are required next.
Rello needed a clear and reliable digital presence that would explain the service offering on the website and support users with structured tools inside the application.
Result
The final design delivers a coherent, trustworthy digital experience across two distinct platforms — a marketing website that converts visitors into clients, and an application that supports those clients through one of the most stressful processes they'll encounter. Key design outcomes:
Unified cross-platform system — a single visual language applied consistently across web and app, ensuring brand recognition and a seamless transition from discovery to active use.
Reduced complexity through structure — information architecture and layout decisions were specifically designed to make a multi-step, multi-stakeholder process feel manageable and clear at every stage.
Trust-first visual identity — a distinctive brand system that positions Rello as a credible, professional alternative in a category where trust is the primary purchase driver.
The design gives Rello a strong digital foundation to grow from — one that can scale with new features and markets without losing the clarity and consistency that defines the brand.
Design Approach
The design process was structured around a deep understanding of the business model, service flow, and the specific anxieties users bring to the property process. Rather than relying on formal research artifacts, I worked closely with stakeholder requirements and product specifications to map the key user journeys — identifying where confusion was most likely to occur and where trust needed to be established most clearly. Multiple layout and hierarchy directions were explored through iteration before arriving at a structure that balanced information density with visual clarity. Every major design decision was made with one question in mind: does this make the next step obvious?
Visual Identity
The visual identity was built to communicate three things simultaneously: professionalism, trustworthiness, and approachability. In a category where users are making some of the biggest financial decisions of their lives, the design needed to feel confident without being cold. A bold colour palette anchored in deep teal and warm yellow creates a distinctive brand presence, while clean typography and structured layouts ensure that the experience always feels organised and in control. The identity was applied consistently across every touchpoint , from the first marketing page to the deepest screens inside the application.
UI Design
The UI design prioritises clarity of information and confidence in navigation. Complex data — documents, progress stages, legal milestones — is presented through strong visual hierarchy, clear labelling, and structured layouts that make it easy to scan and understand at a glance. Components were designed to scale consistently across both web and mobile, ensuring that clients have the same quality of experience regardless of how they access the platform. Key design decisions focused on reducing cognitive load at the moments where users are most likely to feel overwhelmed — document management, status tracking, and action prompts.
