Visual Identity, Website, Product development

Building BibliU's visual identity, product style and website in 2 months

Making learning effective

London-based, 50+ employees, a remote-first edtech startup

BibliU is a digital platform that provides university students with personalized learning pathways by aggregating course materials such as etextbooks, monographs, and open educational resources.

They work with a broad range of stakeholders: students, academics, librarians, publishers, and bookstores. With the main headquarters located in London, BibliU promotes a remote-first way to work. Their team members are distributed across Australia, the U.K., Europe and the United States

The Client

A completely personalized learning journey

Pressure point

BibliU found they were limited by a lack of shared visual guidelines and consistency across their product and marketing materials. This resulted in slower product development and disjointed communication to the users.

Creating a shared design vision became critical as they grew by 800% in 2018. It was time to rethink, adapt and continue that growth.

We’ve built a simple plan:


Align our understanding of the product through several Discovery Sessions


Fill and review strategic canvases; review and confirm them with stakeholders


Implement the new visual identity, marketing materials, and UI guidelines


Deliver their visual identity, and continue to iterate on product enhancements with BibliU

Dima Lepokhin

The Plan

Visual identity

We believe that visual identity only works if it is authentic, shared, and consistent. It is not about making something that will make everyone say “wow,” but rather something that will visualize and complement the core idea of the product. In a smart way.

Dima Lepokhin

Step One

Let’s start

Who's around us?

There’s no visual identity that exists on its own. To create something new, we need to understand who surrounds us, how we differ, and who we are in the context of others. That's why we start by analyzing competitors and products from related fields.

We found that larger education companies didn't use fancy icons or symbols, rather, they relied on their already recognized names. Digital-first companies were far more artistic and creative in their visual language. With BibliU, a digital product in the education landscape, we needed to find a balance.

Dima Goreniuk

Our first concept led us iterating their existing logo and building a visual identity around squares and hand-drawn elements.

Dima Goreniuk

There were concepts where ribbon/bookmark was their main symbol. Being a lively character, while representing the product's most crucial values.

Dima Goreniuk

New idea

B = content,
not a book

In the modern world, everything changes at a fast pace. A book is no longer “a written or printed work consisting of pages glued or sewn together along one side and bound in covers”. A book is something that provides us knowledge, changes us and gives new perspectives and ideas.

Stan Yakusevich

Part One

That was a pretty technological yet contemporary concept that we all enjoyed. It also resonated well with where BibliU was moving and complemented their core values.

Dima Goreniuk


New marketing website and e-reader application

There was a lot of work to do during this project phase, but the fact that we utilized a component-based approach enabled BibliU to rapidly develop and integrate the new design language into their existing application.

Leo Stern

Part Two

Navigation speaking to the primary target audience

Vladimir Gruev

Part Two

More contrast, better reading

While reading a book, you are 100% content-focused. We improved visual accessibility by introducing a new color palette that offers easy-to-read interface elements that are consistent and easy to navigate via mouse, keyboard, and screenreader.

Vladimir Gruev

Part Three

Are you sure it worked?

The general feedback BibliU received has been overwhelmingly positive. We are monitoring Net Promoter Score survey results as we implement the updates across the main app and will update the case study with them soon. It will give us a clear understanding proven by numbers. Stay tuned!

Dima Lepokhin

It looks beautiful offline

The work is still in progress

By listening to students’ desires and demands, our goal is to make a truly convenient and useful application that will allow them to focus on their studies. Our current scope of work is around iterating continuous improvements of the reader app.

Vadym Drut

Ongoing Work

We have already implemented several useful functions, such as "Text to Speech" and "Voice Reader." We conduct user testing to collect feedback and continue to improve the application. After all, it is the feedback that allows us to grow and ensure what we build next will be useful for students in the future, enabling them to achieve academic success.

We are also closely monitoring NPS scores from our users, which are a key source of feedback for the changes we are making throughout the app.

We’ve finally met in London

Meeting at the BibliU HQ in London was a great experience. Being a 95% remote team makes you comfortable working this way, but nothing can replace a real-life experience of speaking, laughing, and enjoying tasty pizza together.

Dima Lepokhin

Offline Part

11 pounds of new logo

In Ukraine, we always say, “never show up empty-handed.” That’s why we’ve crafted a solid steel representation of their new visual identity. This piece of craftmanship made a 1500-mile trip, passed several surprised customs controls, and finally reached its destination. We believe that it was a solid physical full-stop at the end of the process.

The BibliU team has something to say…

The general feedback we've received for the website has been overwhelmingly positive not only in terms of the design style but also in the clarity of the layout and how our value proposition has been pitched for each of our many stakeholders.

We've seen a considerable uplift in inbound leads since the redesign - our value proposition comes out much clearer now on our landing pages than it used to.

Having the Heartbeat design team closely integrated with our product teams allows us to rapidly iterate and validate designs with our users - receiving critical feedback earlier in our Discovery phase.

Students have been responding positively to our changes and we are closely monitoring our NPS score as we implement more of the designs.

The assets and design specifications that have been generated for our marketing team have allowed us to become self-sufficient in creating consistent, professional looking marketing material.

The Heartbeat design team is only ever a Slack message away from helping us out with design issues at any stage of our product development process. They understand our product well and have become a core part of our product teams.

The component-based design system that was created has allowed us to improve speed of iteration in both discovery and delivery stages of our product cycle.


Trusted by startups with $300M+ in funding:

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Small = effective

We are surrounded by amazing cultural and physical weather climates. Our HQ is located in Odesa — a beautiful seaside resort near the Black Sea. Anton Checkhov lived in this same neighborhood, and we are just one minute away from the opera house where Tchaikovsky conducted.

  • Working with founders from Y-Combinator, US SaaS awards winners, guys from Forbes, Business Insider, Daily Beast etc.
  • 7 years with same leadership team structure — right people at right seats
  • Creative Director — Awwwards International Jury
  • Got more than 100000+ followers across all design social networks
  • Companies we’ve worked with got more than $300M+ in funding
  • Spent $200,000 building our in-house web-app
Let me know the process
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Chaikovs'koho Ln, 16, Odessa, Odessa Oblast, 65000, Ukraine

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