Phikfyn
Media
Lead Product Designer/Owner
Scope
UX/UI
Branding
iconography
Tools
Sketch
Figma
Year
2020
About
Launched on Etsy in late 2020, Phikfyn (a play on “thick, thin”) is my online digital store specialising in custom iOS icons with a “think/thin” aesthetic. The store offers a broad library of 700 icons across 50 styles, resulting in thousands of files available to customers. Phikfyn relies on a structured library workflow to enable efficient updates and new releases while maintaining visual consistency and quality.
Role
I am the founder and lead designer of Phikfyn, responsible for all aspects of design, production and digital sales. This includes concept development, icon design, branding, marketing assets, workflow optimisation, and maintaining a scalable library to manage ongoing releases. Do you have an icon enquiry? Email Phikfyn at: hello@phikfyn.co.uk
The Challenge
The primary challenge was scaling a small, self-managed digital store while keeping quality high and production efficient. Each icon set requires careful attention to consistency across hundreds of individual designs while maintaining the “think/thin” aesthetic. At the same time, the brand needed to stand out in a highly competitive Etsy and Gumroad marketplace, appealing to iOS users who often expect minimal, polished and cohesive visual design.
Additionally, cost margins are low for digital products like these, so every stage of the workflow—from library structure to export and marketing—needed to be lean, repeatable, and reliable.
Approach
I built a structured Sketch library to manage all icons and styles, enabling quick iteration and streamlined updates. Components are carefully organised and named to allow batch export, version control, and consistent application of the “think/thin” style across all sets.
Branding and marketing imagery were created in Adobe Creative Suite, balancing playful minimalism with professional presentation to resonate with the target audience. I also focus on user feedback and trend analysis, releasing new styles that align with evolving iOS aesthetics and customer demand.
This system has allowed me to maintain a regular release schedule and expand the product offering without compromising visual quality or efficiency.
Impact
Phikfyn has grown steadily over five years, achieving nearly 100,000 visits and over 4,200 orders across Etsy and Gumroad, with a strong conversion rate of 4.3%. The store demonstrates how careful design, structured workflows, and consistent branding can turn a niche digital product into a sustainable, scalable online business.
Running Phikfyn personally has also been an invaluable learning experience. It taught me how to balance creative exploration with efficient production workflows, respond to customer feedback, and iterate on product offerings based on user behavior. Managing both the design and business side of the store has strengthened my ability to deliver products that are visually cohesive, technically feasible, and commercially viable.