Close-up of a modern high-rise building featuring a geometric design with diagonal lines across its glass facade. The building includes rows of balconies with glass railings, creating a clean, contemporary aesthetic. In the foreground, partially blurred green foliage adds a natural contrast to the urban architecture.
Close-up of a modern high-rise building featuring a geometric design with diagonal lines across its glass facade. The building includes rows of balconies with glass railings, creating a clean, contemporary aesthetic. In the foreground, partially blurred green foliage adds a natural contrast to the urban architecture.
Close-up of a modern high-rise building featuring a geometric design with diagonal lines across its glass facade. The building includes rows of balconies with glass railings, creating a clean, contemporary aesthetic. In the foreground, partially blurred green foliage adds a natural contrast to the urban architecture.
Logo designed for Willow, featuring a stylized tree with overlapping geometric shapes in various shades of green, creating a textured and layered effect that conveys growth, sustainability, and a modern aesthetic.

Willow

Willow

The First Real Estate Investment Platform Built for Everyone to Grow Wealth
The First Real Estate Investment Platform Built for Everyone to Grow Wealth

The First Real Estate Investment Platform Built for Everyone to Grow Wealth

Design System, Product Strategy, Product Design, Brand Identity, Brand Strategy

Design System, Product Strategy, Product Design, Brand Identity, Brand Strategy

Design System, Product Strategy, Product Design, Brand Identity, Brand Strategy

Willow is Canada’s first real estate investing platform, opening the door for all Canadians to invest in property. By examining the broad impact of fractional investing — including those already impacted by a housing affordability crisis — our goal was to ensure Willow’s values of inclusivity, community building, and wealth equity were foundational to the brand and product experience.

Willow is Canada’s first real estate investing platform, opening the door for all Canadians to invest in property. By examining the broad impact of fractional investing — including those already impacted by a housing affordability crisis — our goal was to ensure Willow’s values of inclusivity, community building, and wealth equity were foundational to the brand and product experience.

Willow is Canada’s first real estate investing platform, opening the door for all Canadians to invest in property. By examining the broad impact of fractional investing — including those already impacted by a housing affordability crisis — our goal was to ensure Willow’s values of inclusivity, community building, and wealth equity were foundational to the brand and product experience.

Willow is Canada’s first real estate investing platform, opening the door for all Canadians to invest in property. By examining the broad impact of fractional investing — including those already impacted by a housing affordability crisis — our goal was to ensure Willow’s values of inclusivity, community building, and wealth equity were foundational to the brand and product experience.

Split-image composition showcasing two sections. On the left, a serene natural scene featuring a weeping willow tree by a tranquil pond surrounded by lush greenery and lily pads, bathed in natural daylight. On the right, a grid displaying four distinct variations of the Willow brand logo, each designed for different usage scenarios, with consistent tree-inspired elements in various green tones and styles.
Split-image composition showcasing two sections. On the left, a serene natural scene featuring a weeping willow tree by a tranquil pond surrounded by lush greenery and lily pads, bathed in natural daylight. On the right, a grid displaying four distinct variations of the Willow brand logo, each designed for different usage scenarios, with consistent tree-inspired elements in various green tones and styles.
Split-image layout with two contrasting sections. On the left, a screen from Willow’s platform displays the process for users, featuring a green background with icons and descriptions for steps like ‘Join Willow,’ ‘Explore Properties,’ ‘Buy and Sell,’ and ‘Share the Benefits.’ On the right, a photograph of a historic building facade with ornate architecture juxtaposed against the modern glass-and-steel atrium of Brookfield Place, showcasing a harmonious blend of traditional and contemporary design. An arch-shaped cutout visually bridges the two sections, echoing Willow’s branding.
Split-image layout with two contrasting sections. On the left, a screen from Willow’s platform displays the process for users, featuring a green background with icons and descriptions for steps like ‘Join Willow,’ ‘Explore Properties,’ ‘Buy and Sell,’ and ‘Share the Benefits.’ On the right, a photograph of a historic building facade with ornate architecture juxtaposed against the modern glass-and-steel atrium of Brookfield Place, showcasing a harmonious blend of traditional and contemporary design. An arch-shaped cutout visually bridges the two sections, echoing Willow’s branding.
A grid layout featuring social media marketing templates for Willow, showcasing a cohesive brand identity. The templates include a mix of educational content about ‘PropSharing,’ data visualizations comparing real estate opportunities in cities like Toronto, Montreal, and Vancouver, and screens from the Willow platform highlighting user accounts and investment tracking. Other templates feature testimonials, community-focused messaging, and vibrant illustrations of homes, all unified by a green-centric color palette. These designs are crafted to communicate key brand messages effectively across digital platforms.
A grid layout featuring social media marketing templates for Willow, showcasing a cohesive brand identity. The templates include a mix of educational content about ‘PropSharing,’ data visualizations comparing real estate opportunities in cities like Toronto, Montreal, and Vancouver, and screens from the Willow platform highlighting user accounts and investment tracking. Other templates feature testimonials, community-focused messaging, and vibrant illustrations of homes, all unified by a green-centric color palette. These designs are crafted to communicate key brand messages effectively across digital platforms.
A grid layout featuring social media marketing templates for Willow, showcasing a cohesive brand identity. The templates include a mix of educational content about ‘PropSharing,’ data visualizations comparing real estate opportunities in cities like Toronto, Montreal, and Vancouver, and screens from the Willow platform highlighting user accounts and investment tracking. Other templates feature testimonials, community-focused messaging, and vibrant illustrations of homes, all unified by a green-centric color palette. These designs are crafted to communicate key brand messages effectively across digital platforms.
A grid layout featuring social media marketing templates for Willow, showcasing a cohesive brand identity. The templates include a mix of educational content about ‘PropSharing,’ data visualizations comparing real estate opportunities in cities like Toronto, Montreal, and Vancouver, and screens from the Willow platform highlighting user accounts and investment tracking. Other templates feature testimonials, community-focused messaging, and vibrant illustrations of homes, all unified by a green-centric color palette. These designs are crafted to communicate key brand messages effectively across digital platforms.

To ensure a seamless experience across future Willow products, we developed a unified UI system, establishing a foundational visual and interaction language that promotes consistency and usability.

To ensure a seamless experience across future Willow products, we developed a unified UI system, establishing a foundational visual and interaction language that promotes consistency and usability.

To ensure a seamless experience across future Willow products, we developed a unified UI system, establishing a foundational visual and interaction language that promotes consistency and usability.

To ensure a seamless experience across future Willow products, we developed a unified UI system, establishing a foundational visual and interaction language that promotes consistency and usability.

A showcase of Willow’s marketplace interface displayed across mobile and desktop platforms. The design features a clean, modern layout with a green background. On the left, a mobile view highlights property listings under ‘New Issues,’ including details such as location, ownership percentage, price, and reservation status. On the right, the desktop view presents a similar layout with multiple property cards displayed in a carousel. The interface includes navigation options like city filters and actionable prompts such as ‘Add Funds.’ A yellow banner at the bottom reminds users to fund their wallet to stay ready for investments, emphasizing usability and functionality in the design.
A showcase of Willow’s marketplace interface displayed across mobile and desktop platforms. The design features a clean, modern layout with a green background. On the left, a mobile view highlights property listings under ‘New Issues,’ including details such as location, ownership percentage, price, and reservation status. On the right, the desktop view presents a similar layout with multiple property cards displayed in a carousel. The interface includes navigation options like city filters and actionable prompts such as ‘Add Funds.’ A yellow banner at the bottom reminds users to fund their wallet to stay ready for investments, emphasizing usability and functionality in the design.
A showcase of Willow’s marketplace interface displayed across mobile and desktop platforms. The design features a clean, modern layout with a green background. On the left, a mobile view highlights property listings under ‘New Issues,’ including details such as location, ownership percentage, price, and reservation status. On the right, the desktop view presents a similar layout with multiple property cards displayed in a carousel. The interface includes navigation options like city filters and actionable prompts such as ‘Add Funds.’ A yellow banner at the bottom reminds users to fund their wallet to stay ready for investments, emphasizing usability and functionality in the design.
A showcase of Willow’s marketplace interface displayed across mobile and desktop platforms. The design features a clean, modern layout with a green background. On the left, a mobile view highlights property listings under ‘New Issues,’ including details such as location, ownership percentage, price, and reservation status. On the right, the desktop view presents a similar layout with multiple property cards displayed in a carousel. The interface includes navigation options like city filters and actionable prompts such as ‘Add Funds.’ A yellow banner at the bottom reminds users to fund their wallet to stay ready for investments, emphasizing usability and functionality in the design.

Our engineering team partnered closely with the design team and Willow’s tech team to achieve the perfect balance of performance, visual flourish, and accessibility, delivering the best experience for both new and experienced investors alike.

Our engineering team partnered closely with the design team and Willow’s tech team to achieve the perfect balance of performance, visual flourish, and accessibility, delivering the best experience for both new and experienced investors alike.

Our engineering team partnered closely with the design team and Willow’s tech team to achieve the perfect balance of performance, visual flourish, and accessibility, delivering the best experience for both new and experienced investors alike.

Our engineering team partnered closely with the design team and Willow’s tech team to achieve the perfect balance of performance, visual flourish, and accessibility, delivering the best experience for both new and experienced investors alike.

A series of five mobile screens showcasing the Willow app’s interface on a green background. The first screen features the Willow logo with a faint architectural background. The second screen displays a personalized dashboard with portfolio and wallet summaries, including performance metrics. The third screen highlights a property listing for ‘Brownstown Tower,’ detailing key metrics like capitalization rate and share value, with options to trade or explore more details. The fourth screen presents a trade interface, allowing users to input share quantity and price with a history of previous orders. The fifth screen shows the marketplace section, emphasizing ‘New Issues’ with property details such as location, ownership percentage, and reservation status. The design reflects a modern, user-friendly experience tailored for real estate investing.
A series of five mobile screens showcasing the Willow app’s interface on a green background. The first screen features the Willow logo with a faint architectural background. The second screen displays a personalized dashboard with portfolio and wallet summaries, including performance metrics. The third screen highlights a property listing for ‘Brownstown Tower,’ detailing key metrics like capitalization rate and share value, with options to trade or explore more details. The fourth screen presents a trade interface, allowing users to input share quantity and price with a history of previous orders. The fifth screen shows the marketplace section, emphasizing ‘New Issues’ with property details such as location, ownership percentage, and reservation status. The design reflects a modern, user-friendly experience tailored for real estate investing.
A series of five mobile screens showcasing the Willow app’s interface on a green background. The first screen features the Willow logo with a faint architectural background. The second screen displays a personalized dashboard with portfolio and wallet summaries, including performance metrics. The third screen highlights a property listing for ‘Brownstown Tower,’ detailing key metrics like capitalization rate and share value, with options to trade or explore more details. The fourth screen presents a trade interface, allowing users to input share quantity and price with a history of previous orders. The fifth screen shows the marketplace section, emphasizing ‘New Issues’ with property details such as location, ownership percentage, and reservation status. The design reflects a modern, user-friendly experience tailored for real estate investing.
A series of five mobile screens showcasing the Willow app’s interface on a green background. The first screen features the Willow logo with a faint architectural background. The second screen displays a personalized dashboard with portfolio and wallet summaries, including performance metrics. The third screen highlights a property listing for ‘Brownstown Tower,’ detailing key metrics like capitalization rate and share value, with options to trade or explore more details. The fourth screen presents a trade interface, allowing users to input share quantity and price with a history of previous orders. The fifth screen shows the marketplace section, emphasizing ‘New Issues’ with property details such as location, ownership percentage, and reservation status. The design reflects a modern, user-friendly experience tailored for real estate investing.

“With understood the transformative opportunity of our business immediately and have worked in tandem with our team ever since. Our shared values and energy to tackle this problem show in the product, and we are just getting started.”

Arsh Singh

Marketing Lead, Willow

“With understood the transformative opportunity of our business immediately and have worked in tandem with our team ever since. Our shared values and energy to tackle this problem show in the product, and we are just getting started.”

Arsh Singh

Marketing Lead, Willow

“With understood the transformative opportunity of our business immediately and have worked in tandem with our team ever since. Our shared values and energy to tackle this problem show in the product, and we are just getting started.”

Arsh Singh

Marketing Lead, Willow

“With understood the transformative opportunity of our business immediately and have worked in tandem with our team ever since. Our shared values and energy to tackle this problem show in the product, and we are just getting started.”

Arsh Singh

Marketing Lead, Willow

Client

Willow

Areas of Focus

Equity

Disciplines

User Research

Brand Strategy

Brand Identity

Product & UX Design

Content Strategy

Product Design

Team

Derek Vaz

Josiah Bilagot

Nelson Leung

Sam Rodrigues

Steph Coleman