01
Overview
Refactor (YC S24) needed a refreshed brand identity and an accessible, responsive web experience. We increased brand recognition by 35%, cut onboarding time by 50%, and improved mobile usability by 45% while reducing bounce rate by 22%.
02
My Role
I led brand identity (logo, color, typography, voice) and the web redesign: information architecture, visual design, responsive layouts, and accessibility (WCAG 2.1 AA). I worked with the founding team to align brand with product narrative.
03
Process
Research & Discovery
Stakeholder interviews, competitive brand audit, and review of existing assets and messaging.
Ideation & Wireframes
Brand concepts and mood boards. Site map and wireframes for key pages and flows.
Visual Design & Prototyping
Brand system (logo, palette, type, imagery). High-fidelity designs and responsive breakpoints. Style guide.
Testing & Iteration
Accessibility audit and fixes. Usability testing on mobile and desktop. Iteration on onboarding flow.
Final Deliverables
Brand guidelines, asset library, and implemented website. Documentation for future updates.
04
Visuals
05
Outcomes
- 35% increase in brand recognition
- 50% reduction in onboarding time
- 45% increase in mobile usability
- 22% reduction in bounce rate
06
Reflection
Balancing brand personality with clarity was key. I'd do more A/B testing on the onboarding flow post-launch to keep improving conversion.