Ehsan & Co. LLC.

Better, together! A fresh take for creating meaningful connections in familiar places

With a global team that is a community in itself, Ehsan & Co. LLC. is developing Umee, an app aimed at fostering lasting friendships within the fitness centres people already call home. Drawing on research from the U.S. Surgeon General and insights from Harvard's Dr. Waldinger, “Umee” is designed to empower individuals to build relationships that contribute to longer, healthier, and happier lives, focusing on real people, real conversations, and real connections. Umee encourages users to get to know the familiar faces they see every day, welcome newcomers, and stay informed about activities and events within their fitness community. Whether someone is looking to offer support, seek advice, or simply strengthen their sense of belonging, Umee makes it easier than ever to connect and support one another. At its core, Umee prioritises respectful and meaningful connections, providing a safe space for genuine in-person interactions. By promoting collaboration and community building, Umee creates an environment where everyone can feel more connected and engaged.

Scope: Creative Direction, Brand Identity, Web Design, App Design

Area: Social impact, Community building

Location: Washington D.C., USA

www.umee.social

In my role as Design Lead at Ehsan & Co. LLC, I have contributed to the development of the Umee website, the ongoing improvement of the app design from its early MVP stage, while also working on the brand’s visual identity. The brand’s visual language focuses on creating a distinct product that stands apart from other social media platforms and startups, using imagery and illustrations that convey a sense of inclusive exclusivity and a human-centred approach.

The website reflects the spirit of the app, merging the ideas of inclusivity and exclusivity to create a harmonious experience. We employed elegant contrasts and timeless typography to enhance the sophisticated feel that Umee aims for, while the presence of an accent colour strikes a balance between exclusivity and a friendly, welcoming touch. To symbolise the continuous effort that friendships require, we drew inspiration from one-line hand-drawn illustrations, adding a personal touch to the design. Careful attention has been paid to details, including custom icons that maintain the same hand-drawn style, reinforcing the overall concept. Our goal has been to ensure that every aspect of the app is meaningful without compromising style and practicality.

Better

Together

Words of appreciation

Umaar Ehsan | CEO Ehsan & Co LLC.

I had the pleasure of working with Jacqueline, and I can’t say enough good things. She played a key role in helping my team establish a clear and thoughtful design direction. Her eye for detail and creative intuition as a visual designer really stood out — she brings both clarity and beauty to every project she touches.

Isabella Solano | COO Ehsan & Co LLC.

Jay understands that design isn’t just about making something look beautiful; it’s about connecting people and the missions that matter. Her work with non-profits and emphasis on mission-based organizations highlights her need to make an impact!

Jagdeep Birdee | Designer at Ehsan & Co. LLC

It's been a great experience working with Jay. She takes time and effort to understand the mission, and her incredible designs reflect this in every aspect. Jay's enthusiasm and positive energy make her a joy to work with, and I would highly recommend to anyone interested!

Davis Wang | Software Developer at Ehsan & Co. LLC

Jay goes above and beyond every time! One of the most reliable and outstanding designers out there, and puts forth an inspirational energy towards anything she works on!

Ready to start something together?

Fill out this form to tell me about your project.