Singapore · Visual, Product & Brand Designer

I design content that makes global brands stop the scroll.

Ishari Uthpala — I build e-commerce content and packaging systems for household FMCG brands, design end-to-end UX for web and mobile products, and take on branding, editorial and illustration work on the side.

View selected work Available for freelance & brand work

Trusted by content teams at

Oral-BGillette VenusHead & ShouldersVicksAlwaysWhisperPanteneSafeguardRejoiceOral-BGillette VenusHead & ShouldersVicksAlwaysWhisperPanteneSafeguardRejoice

Brand & e-commerce content

Content systems for shelves that live on a screen.

Three brands, three very different jobs — but the same problem every time: make a product feel simple, credible and desirable in the two seconds before someone keeps scrolling.

E-commerce content · Social · Digital campaign

A scent-led content system across the full dandruff-care range

Head & Shoulders · 2024

Role — Content designer — photography direction, scent-profile graphics, badge system

Head & Shoulders needed one visual system flexible enough to carry seven different variants — Cool Menthol, Apple Fresh, Smooth & Silky, Anti Hair Fall, Dry Scalp Rescue, Cooling Itch Care and Advanced Oil Control — while keeping every clinical claim (dermatologically tested, piroctone olamine, 100% dandruff-free) instantly legible on a phone screen. I built the ingredient-macro photography direction, scent-profile graphics and dermatologist-tested badge system used across Amazon A+ content, app UI mockups and a live-stream shopping concept.

E-commerce
Packaging
Social content
Livestream concept

E-commerce content · Education graphics

Turning clinical toothbrush tech into content shoppers actually read

Oral-B · 2024

Role — Content designer — full modular content system, concept to final assets

Dental technology is hard to sell in a five-second scroll. For Oral-B's CrossAction Pro-Expert launch I designed a modular content system — CrossAction bristle diagrams, dentist-recommendation stat blocks, and an FAQ series — built to survive being read at thumbnail size on a mobile product listing, while still holding up as full-width A+ banners.

E-commerce
Infographics
Product education

Visuals for this project are under client NDA and can't be shown publicly — happy to walk through the full deliverables in a call.

Packaging · E-commerce content

One design language, three colour worlds, six SKUs

Gillette Venus · 2024

Role — Content designer — packaging, claim graphics & lifestyle content across 3 ranges

Venus's refillable razor range spans three very different skin-feel stories — cooling breeze, sweet berry, sensitive aloe — and each needed its own colour world (violet, berry pink, sage green) without losing a shared Venus identity. I designed the packaging content, 'what's included' breakdowns and lifestyle content for each range's e-commerce listing and social rollout.

Packaging
E-commerce
Brand system
Lifestyle content

Product & UX design

Self-directed case studies, full process included.

Built during Google's UX Design Certification to practise the full product design cycle — research, wireframes, usability testing and hi-fi UI — end to end, on my own.

UI/UX · Web & mobile app design

Designing a café's website and app from research to hi-fi prototype

Lola's Café (self-directed) · 2024

Role — Solo UX designer — research through hi-fi prototype, start to finish

Lola's Café's real problem was wait time: customers queuing to order coffee with no way to plan ahead. I ran the full process solo — user interviews, empathy maps and a site map, through paper wireframes, low-fidelity prototypes and a user flow, to a hi-fi website and mobile ordering app that let customers browse the menu, pre-order and pick a pickup or delivery slot.

UX research
Wireframing
Figma
Mobile app
Web design

UI/UX · Website design

Turning two rounds of usability testing into a clearer conversion path

HoneyBee Virtual Assistance (self-directed) · 2024

Role — Solo UX designer — IA, wireframes, hi-fi UI, 2 rounds of usability testing

Small businesses need admin help but can't justify a full-time hire — HoneyBee's site had to make 'try a free consultation' impossible to miss. I designed the information architecture, wireframes and hi-fi UI, then ran two usability studies: the first pushed the free-consultation button higher up the home page, the second made small-business pricing visually dominant and added contact details to the About page.

Usability testing
Information architecture
Figma
Web design

UI/UX · Mobile app design

A cooking app that talks to parents and kids in two different voices

TinySpoon (self-directed) · 2024

Role — Solo UX designer — research, storyboards & wireframes to working prototype

The brief I set myself: most parents struggle to get kids excited about cooking healthy food. TinySpoon solves it with two linked experiences in one app — a guided, visual recipe flow simple enough for a child to follow independently, and a parent-facing planning view. I took it through user interviews, empathy maps, storyboards, a user flow and paper wireframes to a working prototype.

UX research
Storyboarding
Figma
Mobile app

Print, branding & illustration

Book covers, logos, editorial layouts — and one children's book.

A decade of freelance and personal design work outside the e-commerce world: book covers, mascots, flyers, editorial layouts, and character illustration for a published children's book.

About

Design that earns its place on a crowded shelf.

“Creative collaboration between design and technology is the magic that takes experiences from good to great.”

I'm a Singapore-based visual designer who has spent the last few years inside the fast-moving world of FMCG e-commerce — building content for global personal-care brands where every claim has to be true, every visual has to be fast, and every version has to still feel like the brand. Alongside that I design UX for web and mobile products end to end, and take on branding, editorial and illustration work — including character art for a published children's book. I care about the details a person never consciously notices but always feels: alignment, contrast, rhythm, restraint.

E-commerce content

A+ / detail-page modules, comparison charts and claim-led graphics built to convert on a phone screen.

Packaging & brand systems

Colour-coded content worlds that keep a range recognisable across every SKU and variant.

Product & UX design

User research, wireframes, prototyping and hi-fi UI for web and mobile products, start to finish.

Branding & illustration

Logos, mascots, book covers and editorial layouts — including character illustration for a published children's book.

Tools of the trade

FigmaPhotoshopIllustratorInDesignAffinity

Also created content for

VicksAlwaysWhisperPanteneSafeguardRejoice

Contact

Let's make your next launch impossible to scroll past.

Open to full-time roles, freelance projects and brand collaborations — based in Singapore, working with teams anywhere.

[email protected]

ishari-uthpala