КОРЕНЯК

Korenyak is a platform for discovering Bulgaria beyond the guidebooks. It collects authentic locations, natural landmarks and local secrets shared by the people who know them best. The name comes from the Bulgarian word for a born-and-bred local, someone rooted in their place. That idea shaped the whole project: the product should feel like a tip from a friend who grew up there, not like a tourist directory. I led the project end to end, from brand to interface. I started with the visual identity and logo. The goal was a mark and a visual language that feel grounded, warm and authentically Bulgarian without turning into folklore cliché, and that still work as a modern digital product. The identity became the foundation for the platform's colour palette, typography and imagery style. Next I mapped the user experience and the core journeys: exploring places, browsing a location and getting inspired to go. I then built wireframes to define structure, content hierarchy and navigation before any visual design. From there I designed the full interface in both mobile and desktop layouts.