I created a website and consulted on the brand for the London-based retail startup, Geta.



Project dates

July – August 2018


Geta is a new startup that provides customers with a list of products that are available to purchase in stores nearby. Finding products in brick-and-mortar shops is often more convenient for customers than waiting for deliveries from online shops, but before Geta, there did not exist a centralised list of what was available, sorted by location. Geta is collecting inventories from shops, initially focussing on a small region in London, to change this. The incentive for shops to join is to reclaim customers that they have lost to online retailers.

Geta brought me on at an early stage to work on developing their website, and integrating it with their database of products.

I also worked with them to create printed materials, as well as consulting on their existing logo and branding decisions.

Design decisions

The Geta logo had been created by a previous designer. I tightened the kerning, and we changed the primary theme colour from #373795 to #39499C, in order to match the Pantone spot colour Reflex Blue U, which allowed us to keep digital designs consistent with the printed materials that we were creating.

Using this, we developed a colour scheme with secondary and highlight colours to use across the website.

Following the brief from the founders, the website I initially created was minimal, and just featured white text on a blue background.

We received feedback from the advisor team that this website made it hard for shop owners to quickly understand what Geta was trying to do.

So we scrapped the minimal approach and made a photograph-heavy website. This allowed us to break up the text, and meant that shop owners could see instantly that Geta would be useful for them. We also replanned the reistration process for new shops, to streamline the sign up form.

Steve Krug's ideas about usability, from his book Don't Make Me Think, helped a lot. In particular, we streamlined the registration process and decided to have a persistent search bar across the website alongside the navigation.

The website is mobile-responsive, and integrates with a Node.js backend to display search results.

Registration process flowchart


I finished creating the website, and it went live in mid August 2018.

The website is live, and can be viewed here. Data collection is still happening, so the search may not yet be fully functional.


Below are some printed materials I designed for Geta.

Business cards


Thanks for reading!