I’m a
Lead Designer
with 12 years of experience, who loves
the messy middle, the space where a vague idea needs to become a tangible, scalable reality.
I bridge the gap between product strategy, brand vision, systems thinking and high-fidelity craft. If you’re looking for a partner to
help scale a design culture, go from 0 to 1,
make the complex simple, or
turn lemons into lemonade,
let’s talk. Outside of design, I also make films and paintings.


Design Process
CV
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ProjectClient
1Post ComposerNextdoor
2EventsNextdoor
3Content Moderation SystemNextdoor
43 Year Product VisionNextdoor
5Financial DashboardFlychain
6Brand Refresh & Website RedesignFlychain
7Store Experience and DesignTrove
8Cheddar CounterTrove

Brand Refresh & Website Redesign






Team


Design Lead 🙋🏻‍♀️
Brand Designer
Head of Growth/Content Strategy
Design Intern

A simultaneous brand refresh and full website redesign to better reflect Flychain’s maturation, sharpen its positioning in the market, and dramatically improve lead generation.










Problem & Process

The existing brand guidelines had a limited color palette that no longer aligned with the positioning of Flychain. The site didn't clearly or quickly communicate what Flychain does, who it's for, or how it's differentiated. CTAs were limited and inconsistently placed, reducing lead generation and conversion. 






Key Design Decisions



Human touch
The refreshed brand needed to feel premium, professional, trustworthy and tech forward. But more importantly, it had to be approachable and non-intimidating, so potential customers would feel supported. We chose not to rely on illustration (which can feel impersonal), instead preferring real photography with human moments, reinforcing the "human in the loop" differentiator of Flychain. Human presence shows up across the redesign, showing bookkeepers and healthcare providers in situ. There is also a greater focus on customer stories and social proofing.




Tech enabled
Even though the primary audience is SMEs, we have a different product aimed at larger and more sophisticated strategic financial partners. For the “Partners” page, we thus decided to go with a tech forward look and feel that centered the tech enabled features.




Value proposition and lead generation above all

The single most important action users should take is "Book a Demo". In order to encourage potential customers in booking a demo, we designed the homepage to answer the 3 most important questions: who Flychain is for, what it does, and why it's different.









Process Highlights

Brand Alignment DiscoveryFacilitated stakeholders workshop with co-founders, growth and engineering team to understand brand personality of Flychain.


Direction ExplorationsDesign directions as provocations to align on brand balance (premium vs approachable, minimal vs vibrant).


Refreshed Brand GuidelinesRefreshed and extended brand guidelines based on chosen direction. Outlined color, type, photography, illustration guidelines. 


Website Architecture and StrategyWorked with Head of Growth to define website architecture: page navigation, page structure.


SEO StrategyWorked with an SEO expert to optimize keywords on each page.


Componentized Design SystemDesign system built to be scalable and maintainable in webflow for dev and marketing team. Outlined color tokens, motion guidance, type styles for responsive breakpoints, reusable components for dev efficiency and easy scannability.


Final DesignsLed a multi-designer team (Kaitlyn, Marianne) to build out all pages in Figma. Delivered a source-of-truth figma file for developer handoff.


QALed QA sprint to make sure build is pixel perfect at all breakpoints. 


LaunchOur fast nimble team finished this project (brand refresh, redesign of 4 pages, designing 10 new pages) within 3 months from discovery to launch.