IRL & Memix
IRL was a social platform that helped people discover and organise real-world events while staying connected with friends and communities. It began as a calendar-based tool for tracking meet-ups and gatherings, then evolved into a hub for social messaging and event coordination. Ultimately, it bridged the gap between online engagement and offline experiences before closing its doors in 2023.
App Design
Web Design
Prototyping
Brand Design
For both IRL and Memix, the work began with thorough discovery sessions aimed at understanding each platform’s unique value proposition, target audience, and business goals. Once the requirements were clearly defined, user flows were mapped out to ensure an intuitive navigation experience. The teams then developed initial design concepts and prototypes, iterating on feedback from stakeholders and early testers. This iterative loop of design, review, and refinement helped validate ideas rapidly and maintain a consistent brand voice.
Following these rounds of iteration, the visual and functional elements were refined to support each platform’s key objectives—connecting users with real-world events in IRL’s case, and enabling quick, personalised content creation for Memix. Final deliverables included a cohesive style guide, high-fidelity designs, and implementation notes that captured the essence of each brand’s vision and user experience requirements.
The designs for IRL and Memix built upon each platform’s distinct identity while converging around a shared goal: helping users engage with one another—in real life or online—through streamlined interfaces and fun, interactive features.
IRL Website and App
The IRL designs used a clean and approachable colour palette, paired with simple, intuitive navigation. Core features included group messaging, event discovery, and a digital wallet for ticketing. By integrating these functions, users could effortlessly find events, coordinate plans, and store tickets—all in one place. Notifications were reimagined to present real-time updates about upcoming get-togethers or offers, while the chat and social feeds helped maintain a lively sense of community. The overall aesthetic was intentionally minimal, emphasising content over clutter to keep the focus on real-world connections.
Memix Website and App
Memix took a more playful approach, embracing a bold navy backdrop and bright accent colours. The app invited users to generate memes quickly, with a ‘magical’ quality emphasised through animated transitions and a light-hearted tone of voice. Features such as custom meme creation and text editing were made instantly accessible, removing as many barriers as possible so users could jump straight into sharing. Memix also allowed social sharing across multiple platforms, reflecting the brand’s ethos of bringing fun and creativity to online interactions.
Future Vision
Beyond these core designs, there was also forward-looking work that explored how IRL could evolve by making more seamless use of real-life interactions and by interfacing directly with Memix. Imagine attending a live event organised through IRL, then capturing memorable moments and transforming them into shareable Memix content, all within a single, interconnected experience. This concept hinged on bridging offline social experiences and online creativity: from scanning a QR ticket to collecting highlights and memes as souvenirs. By combining IRL’s focus on in-person communities with Memix’s fast, dynamic meme-generation, the platforms could energise their user bases with richer, more immediate ways to connect.
Ultimately, there were factors outside of the design team’s control that led to IRL’s closure, and the leadership team never shared precise data or metrics regarding user engagement, growth, or revenue. As a result, it is difficult to gauge the full impact of this design work. Nonetheless, the vision, concepts, and user-centric approach provided a solid foundation, ensuring that the end products aligned with both brands’ goals of fostering social connections—whether in real life or online.