Brand Repositioning
The brand transformation focused on aligning the company’s visual identity with its level of expertise and credibility.
Brand Strategy
Through research and stakeholder alignment, the new brand direction emphasized:
clarity
credibility
expertise
modern global perspective
Visual Identity Development
Multiple brand concepts were explored through iterative design exploration, including:
typography systems
color hierarchy
visual tone and imagery
logo variations and mark construction
The final identity established a clean, modern visual system designed to communicate professionalism and authority within the industry. This included the client's input of a forward-thinking, futuristic theme.
UX Process
The website redesign followed a human-centered design methodology.
Empathize
The first phase focused on understanding the motivations, behaviors, and needs of the website’s primary audiences.
Activities included:
persona development
empathy mapping
behavioral analytics review
stakeholder insight gathering
Define
Research insights were synthesized to identify the most critical UX challenges.
The core opportunity was to simplify the experience and clearly communicate expertise within the first few seconds of a user’s visit.
Key outcomes included:
simplified information architecture
clearer navigation hierarchy
improved content prioritization
Ideate
Multiple design approaches were explored to improve usability and engagement.
Activities included:
card sorting exercises
wireframe development
layout experimentation
collaborative feedback sessions
Prototype
Responsive page templates and UI components were developed to test the redesigned experience.
Key deliverables included:
responsive Squarespace website architecture
reusable page templates
interactive service page layouts
modular UI component library
Test & Iterate
Usability testing and behavioral analysis guided multiple iterations before launch.
Testing methods included:
usability testing sessions
Neurons visual attention testing
Hotjar heatmaps and session recordings
stakeholder feedback reviews
Each iteration refined navigation clarity, content hierarchy, and interaction flow.
Originations Global
Brand Repositioning & UX Website Redesign
Led a full brand repositioning and UX redesign for Originations Global, transforming a fragmented identity into a clear, scalable digital experience.
Leveraging research, behavioral analytics, and iterative design, I simplified navigation, clarified messaging, and built a comprehensive design system.
Results:
• 48% increase in site sessions
• 11–17% month-over-month traffic growth
• improved engagement and service discoverability
Project Overview
Role: Lead UX Designer & Brand Strategist
I led the project from research through implementation, collaborating with stakeholders to align business goals with user needs.
Responsibilities included:
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market research and competitive analysis
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UX research and behavioral data analysis
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brand strategy and identity design
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information architecture restructuring
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UX/UI design and responsive layouts
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usability testing and iteration
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design system creation
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brand guideline documentation
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development-ready website templates
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social media template system and launch strategy
The Challenge
Origination Global's previous digital presence did not accurately reflect its expertise or industry position. Several issues created friction for users and internal teams:
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inconsistent branding across materials
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unclear service messaging
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complex and inefficient site navigation
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lack of scalable design assets for marketing and communications
In an industry where credibility and clarity drive engagement, the organization needed a digital experience that communicated expertise immediately and guided users naturally toward deeper exploration.
The goal was to reposition the brand while creating a streamlined digital experience that improved engagement, strengthened credibility, and enabled scalable growth.
Research & Discovery
The redesign began with a comprehensive research phase to better understand both the market landscape and user behavior.
Research Methods
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stakeholder interviews
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market and industry research
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competitor benchmarking
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persona development
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empathy mapping
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card sorting exercises
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behavioral analytics and heatmaps using Hotjar
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insight synthesis using Dovetail
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visual attention testing using Neurons
Key Insights
The research phase revealed several critical challenges:
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Navigation friction
Users struggled to locate service information quickly due to overly complex page structures.
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Messaging clarity
Visitors needed a clearer explanation of the company’s expertise and value proposition.
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Visual hierarchy issues
Important information was buried within dense layouts that lacked strong scanning patterns.
These insights informed the strategy for both brand repositioning and UX restructuring.
“It feels a bit outdated and not very cohesive.”
Design System & Brand Toolkit
To ensure long-term consistency across digital and marketing materials, I developed a comprehensive brand and design system.
Deliverables included:
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logo suite and usage rules
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typography hierarchy and spacing standards
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color system and accessibility guidelines
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UI component library
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brand guideline booklet with usage rules and do’s and don’ts
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social media template system
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presentation templates
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proposal and contract templates
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letterhead and email signature systems
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business cards and letterhead
These assets enabled the organization to maintain brand consistency across all touchpoints.
Social Media Strategy & Template System
To extend the new brand across digital channels, I created a scalable social media content system designed to maintain consistency while supporting ongoing marketing efforts.
Social Media Template Suite
Templates were designed to support a variety of content formats, including:
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announcement posts
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industry insights
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educational content
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service highlights
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client success stories
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brand awareness content
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quote and leadership posts
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carousel explainer posts
Each template used a consistent visual structure built from the brand system, ensuring strong recognition across platforms.
Launch Strategy
To introduce the rebrand and new website, I designed a multi-phase digital launch strategy.
Phase 1 — Pre-Launch Teaser
Goal: build anticipation and introduce brand evolution
Content included:
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teaser graphics
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behind-the-scenes brand development posts
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brand values introduction
Phase 2 — Official Brand Reveal
Goal: introduce the new brand identity and website
Content included:
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brand reveal announcement
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logo and identity showcase
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website launch announcement
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leadership statement about the brand evolution
Phase 3 — Education & Engagement
Goal: deepen audience understanding of services and expertise
Content included:
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industry insight posts
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service breakdowns
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carousel explainers
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educational content
Phase 4 — Authority Building
Goal: position the company as a thought leader
Content included:
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expert commentary
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client case highlights
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thought leadership content
Sample 30-Day Launch Schedule
Week 1
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Brand teaser campaign and brand story introduction
Week 2
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Official brand reveal and website launch announcement
Week 3
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Service deep dives and educational content
Week 4
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Thought leadership posts and industry insights
This structured rollout ensured the rebrand reached audiences through multiple touchpoints while reinforcing the company’s expertise.
Results & Impact
The redesigned brand and website delivered measurable improvements in digital performance.
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48% increase in site sessions within the first month
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11–17% month-over-month traffic growth
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improved navigation clarity and user engagement
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increased discoverability of services
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stronger brand credibility within the industry
Additionally, the design system significantly improved internal efficiency by providing scalable templates and standardized brand assets.
Key Takeaways
This project reinforced the importance of aligning brand strategy, UX research, and scalable design systems when building digital experiences.
Key lessons included:
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simplifying information architecture dramatically improves engagement
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research-driven brand positioning strengthens credibility
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scalable design systems empower teams to maintain consistency across platforms
By combining user insights with strategic design, the project transformed the company’s digital presence into a clearer, more engaging, and future-ready platform.
