Role

• Redesigned the Brand Identity: Restructured and expanded the brand beyond a logo and basic color palette, providing supporting identifying elements like color systems and typefaces.

• Design for Users: Overhauled the design of important client materials like scheduling forms and price sheets to improve legibility and user experience.

Challenge

• Design without Direction: Prior to my role, the website and physical materials were designed with loose guidelines, resulting in a disorganized amount of assets that required updates.

Approach

• Organize and Prioritize: Categorized marketing materials and web pages to create an ease-of-use workspace and first targeted areas with the highest traffic of users.

• Rebuild the Foundation: Created strict systems of typography (header/paragraph tags) and utilized simple blocks to allow users to easily submit forms and understand information.

Outcome

• Reliable and Consistent Brand: Once a solid identity system and main deliverables were developed, it built more recognition within the industry and allowed the company to scale while preserving integrity.